Massport launches $300K Worcester airport marketing campaign

Photo | Grant Welker Worcester Regional Airport

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By Zachary Comeau

Massport on Friday announced it is investing $300,000 to better market the Worcester Regional Airport, with the announcement coming just days after American Airlines said it was reducing its flights from Worcester to Philadelphia.

The announcement came at Friday’s MetroWest Business & Community Leadership Breakfast, which was attended by Lt. Gov. Karyn Polito, Worcester officials and local business leaders.

“The Worcester Regional Airport provides convenient and reliable access to the businesses and universities in the region and connects Central Massachusetts’ local economy to the global economy,” Polito said. “Massport’s new marketing initiative will help promote Worcester Regional Airport as a resource and an option for potential passengers across the Commonwealth.”

The marketing campaign will target the 3 million residents in Central Massachusetts and the MetroWest area surrounding the airport.

The campaign will include billboards and social media ads to drive awareness about the airport’s convenience, parking options, connections, and other flight offerings for both business and leisure travelers.

On Monday, American Airlines, citing low passenger demand, confirmed the Worcester-to-Philadelphia route, which began in April, would be reduced in June to include just one flight on Mondays, Thursdays, Fridays and Sundays.

A second flight was added last June before the service even began in October.

Massport Acting CEO John Pranckevicius said the agency wants to double the number of passengers going through Worcester to 400,000 each year by 2024.

“We believe this is achievable with the help of the business community in the MetroWest and Central Massachusetts,” he said.

The airport has been a focal point for Massport and Central Massachusetts leaders in recent years. Massport has invested more than $100 million since 2010 to improve the airport.

Including the Philadelphia flight, the airport currently offers five daily departures to four destinations, including New York City, Fort Lauderdale, Fla., Orlando, Fla. JetBlue operates the flights for those last three destinations.

Delta Air Lines will begin daily round trips to Detroit beginning in August.