Helping A Regional Airport Take Flight

Roanoke-Blacksburg Regional Airport

For nearly 85 years, Roanoke-Blacksburg Regional Airport has been a place where people go to work, travel for work and get away from work. With just one stop linking Roanoke to nearly 500 destinations, ROA is Virginia Blue Ridge’s portal to the world — and an economic engine that produces an annual regional impact of nearly a quarter of a billion dollars.

Challenge

Being a small, non-hub, regional airport in post-9/11 America isn’t easy. Merging carriers, high fares and cancellations are daily challenges. The Roanoke Airport Commission was concerned with public perception and frequent negative references in the media. Access was selected to design and implement research to better understand true public sentiment and to identify and define target audiences. Access then created events, advertising, PR and marketing to help.