Edmonton International Airport launches intervention campaign

Media Release

Edmonton International Airport launches intervention campaign

Edmonton travellers asked to choose EIA every time they fly 

March 1, 2010 (Edmonton, Alta.)-Edmonton International Airport (EIA) estimates that it strikes up to 750,000 people annually: The Calgary Habit, the drive or flight south that many Edmontonians make to catch a plane from Calgary. The symptoms: travellers using Calgary’s airport don’t weigh costs like gas, parking, time, inconvenience, lost economic activity for the region and the toll they’re taking on Edmonton’s capacity to grow its air service. The cure: EIA’s Stop the Calgary Habit intervention campaign, which officially launches today.

Stop the Calgary Habit is asking travellers from the Edmonton region to choose EIA every time they fly. This call to action is being taken to the streets of downtown Edmonton today with a roving rally that will culminate in a prize giveaway at TELUS Plaza (10020 100 Street) at 12:30 pm. The winner will walk away with a $4,000 travel voucher to purchase a trip for two to any of the more than 50 destinations EIA serves non-stop.

Throughout the campaign, EIA will be staging a series of grassroots promotions and events to remind Edmontonians about the importance of supporting the airport’s growing family of non-stop destinations. The cheeky campaign is also meant to discourage them from flying via Calgary and make them aware of the toll this behaviour has on Edmonton’s ability to attract new routes.

“No Oilers fan wants money pouring into the coffers of the Flames and the Saddledome, nor does any Eskimos fan want to support the Stampeders and McMahon Stadium,” says Peter McCart, EIA’s Vice-President of Marketing & Business Development. “Many Edmontonians have already made a decision to support their community by supporting EIA.

“If our passengers need to make a connection, we always encourage them to use one of our 10 US hubs, or international hubs like London-Heathrow. By connecting through EIA non-stop destinations like Denver, Houston or London, and ensuring those routes thrive, it makes Edmonton more attractive to airlines looking to add new routes.”

Thanks to community support, Edmonton International Airport has been one of North America’s fastest-growing major airports for the last few years. To keep pace with this unprecedented growth, EIA’s $1-billion Expansion 2012 airport development program is currently underway, and is expected to be on time and under budget. To ensure the upward trend continues, it’s imperative that local travellers fly Edmonton first.

To encourage savings, and counteract costs associated with southbound drive market leakage, EIA’s Stop the Calgary Habit toolkit includes parking coupons, flight-mapping tools, a cost calculator and more. For more information, visit www.flyeia.com

Now, EIA is counting on your support through one simple pledge: Stop the Calgary Habit. Fly from Edmonton International Airport every time!

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