Last week the West Michigan Airport Authority (WMAA) which runs and maintains the Tulip City Airport off of 58th Street between US-31 and I-196, sent out an Informational WMAA Brochure on the airport. It appears that the brochure was sent to all addresses in Holland, Holland Township (maybe because they did vote down a millage), Zeeland, and Park Township. The collateral contained information about Tulip City Airport like latest developments, testimonials, and messages and identifying WMAA board members. The collateral also included something different and unique (which is why I am blogging about it), three paper airplane templates and folding instructions. This in my mind is a smart move, and a value added bonus.
If you recall, back in November 2008 there was a millage on the ballot regarding whether or not to approve an tax increase which would help support the airport. It was quite a bitter dispute between both sides, and even though the millage did end up passing, lot of people were left unhappy. One of the main arguements for proponents of the millage was that the airport creates jobs for the lakeshore community, because local business such as Herman Miller, Haworth, Gentex, Johnson Controls, Tic Tock Studios, and Trendway use the airport to bring customers into Holland, which would lead to more sales, therefore creating more jobs. Of course this is a difficult example to quantify exactly how much revenue each business has generated as a result of the airport. But it is understandable that many residents of this area, which has/is experiencing high unemployment. are frustrated with this statement when they find themselves or others they know without work.
As you can imagine, the airport is still a pretty divisive subject in the area, and it is my thought that this marketing piece is one that could help the WMAA earn some brownie points, at least with the kids. Not to mention actually communicating and detailing what some of the intiatives and current activities are for the airport so that people can see what the millage is actually doing for the airport. Though I would have also included some information on their “A Ride in the Sky” program, where pilots fly customers over the area, I saw a billboard a few years back on this and I remember a big $50 on it (this is going on my “To Do List”). I wonder if the airport was used in the wooing of LG Chem to Holland, if so it seems like that would be a massive oversight, it would have fit perfectly with Lakeshore Advantage’s Randy Thelen’s quote, and be a direct example of the airport leading to job creation.
One other thing, whenever I receive some sort of direct mail piece at work or home, I wish that somewhere on the collateral it would identify the company that created it, even if it was created internally. I want to know who the clever firms are, who is doing interesting stuff, it can be their showcase. Anyways through some sleuthing (they were mentioned as helping the WMAA craft a communication strategy) I was able to determine that The Image Group in Holland created the brochure, and confirmed it via Twitter (plus Google). I liken it to an artist who signs their work, and why not – inquiring minds (well maybe it is just me) want to know.
If you want to create airplanes -download the Informational WMAA Brochure here.