MKE Airport Brand Research

OBJECTIVES

The purpose of this research was to gain further understanding and insight regarding new branding, logo, and marketing communications for General Mitchell International Airport, and to test execution of proposed new advertising for the airport. Focus group research was conducted with air travelers living in targeted GMIA market areas. The discussions addressed the topics noted below.

1. In their own words, a description of the process of choosing a flight and considering whether to fly out of Mitchell or O’Hare.

2. Perceived advantages and disadvantages of Mitchell and O’Hare, and how that impacts the choice of an airport.

3. What would encourage greater use of General Mitchell International Airport instead of O’Hare.

4. Further explore relevant key findings from the surveys of air travelers conducted for GMIA in 2015.

5. Thoughts about specific messaging concepts for Mitchell – the validity and appeal of each concept.

6. Opinions regarding potential new logos for Mitchell International, likes and dislikes, which ones are felt be most appropriate for the airport.

7. Opinions regarding proposed names for Mitchell in comparison to the current name.

8. Test the execution of print, radio and outdoor advertising from the proposed campaign for GMIA. Identify the perceived message of the ads, likes/dislikes, possible points of confusion, and recommended improvements.

9. Differences in findings between the three target markets: Milwaukee metro area, Racine/ Kenosha area, and NE Illinois (Lake/McHenry counties).

METHODOLOGY

Total of six focus groups with air travelers:

a.) All participants had flown two or more round trips on commercial airlines in the past 12 months. Each group approximately evenly divided in terms of 2-3 round trips, 4-9 round trips, and 10+ round trips.

b.) Age 25 and over with a wide range of ages in each group.

c.) Two groups in each of three market areas:

• Milwaukee metro area: Milwaukee County and Waukesha County

• Racine/Kenosha area: Racine County and Kenosha County

• NE Illinois: Lake County and McHenry County (evenly distributed from across the north and south of each county).

Probe Research Services provided the following:

a.) Development of the discussion topic outline to the approval of GMIA and 2-Story management.

b.) Recruiting of qualified participants. Twelve (12) recruited per group, 9-10 attended each group. Each participant was paid an incentive of $90 - $140, depending on the market.

c.) Focus group sessions conducted at a professional focus group facility with viewing room – one facility in each market. Representatives from GMIA and 2-Story observed the sessions.

d.) Dates of focus groups: Milwaukee - February 11th Racine/Kenosha - February 16th NE Illinois - February 18th, 2016.

e.) Moderation of the focus group discussions by Liz Germanotta of Probe Research Services.

f.) Audio and video recording of the sessions.

g.) Analysis of the discussions, and the findings are reported on the following pages.

SUMMARY OF FINDINGS

The following section provide greater detail and explanation of the findings from the focus groups.

SUMMARY OF FINDINGS

Perceptions of Mitchell and O’Hare

Air travelers in all three markets perceive Mitchell to be easy to get to, easy to use, quiet/calm/ stress-free, with cheap and convenient parking. O’Hare is considered a hassle to get to, difficult to get through, big, crowded, chaotic/frantic, with expensive/inconvenient parking, and more prone to flight delays.

Despite the shortcomings of O’Hare, it is felt to trump Mitchell in terms of nonstop flights, departure & arrival times, fares, and international flights.

The findings indicate that the major competitive strength of MKE is that it’s much easier to use than ORD. This includes ease of getting there, ease of parking, easy to navigate, and easy through security.

The major perceived shortcoming of MKE is its lack of nonstop flights.

Residents of the Milwaukee area and Racine/Kenosha are familiar with Mitchell, and when choosing a flight they typically prefer to fly out of Mitchell instead of O’Hare. But Racine/ Kenosha residents often feel it is advantageous to use O’Hare. In NE Illinois, about half said they are not familiar with Mitchell. “Familiar” seemed to mean they had used the airport. Even though many in NE Illinois are not familiar with Mitchell, most said they always or sometimes consider it when booking a flight. Residents of NE Illinois generally expressed interest in learning about Mitchell and how they might benefit from using it.

SUMMARY OF FINDINGS

Airport Logo

The current GMIA logo is widely recognized in the Milwaukee area but much less so in Racine/ Kenosha and NE Illinois. Many in every market felt that a major shortcoming of the current logo is that it does not say “Milwaukee”.

Many in every market liked that the the graphic for the proposed logo included “MKE” because that makes it instantly recognizable as being for the Milwaukee airport. (Everyone knew “MKE” is the code for the Milwaukee airport.) Nonetheless, there was mixed preference for the proposed logo versus the current logo. Most in the Milwaukee area preferred the proposed logo, primarily because the “MKE” signifies it is for the Milwaukee airport. In Racine/Kenosha most preferred the current logo either in its original form or with “MKE” added underneath. In NE Illinois one group preferred the proposed logo and the other group was evenly split on the issue.

As the focus group participants saw the proposed logo used in print and outdoor advertising, they came to appreciate and like it significantly more than when it was viewed by itself.

SUMMARY OF FINDINGS

Airport Name

General Mitchell International Airport vs. Milwaukee International Airport vs. Milwaukee Mitchell International Airport

Nearly everyone felt that including “Milwaukee” in the name is a big improvement over the current name.

There is mixed preference for including “Mitchell” in the name. Some feel it should be included out of respect for General Billy Mitchell and because the airport is commonly referred to as “Mitchell”. Others don’t know who General Mitchell was, and they feel that including “Mitchell” just adds unnecessary length to the name, making it too long.

General Mitchell International Airport

Milwaukee International Airport

SUMMARY OF FINDINGS

Messaging Concepts

Most in Milwaukee and Racine/Kenosha agreed with the statement: “Including the costs of driving and parking or other transportation to the airport, a flight from Mitchell costs about the same or less than a flight from O’Hare”. However, this is not true for those NE Illinois.

Some Milwaukee area travelers agreed with the statement “All the major domestic airlines fly out of Mitchell”, but most in Racine/Kenosha and NE Illinois disagreed.

The following messaging concepts were not considered valid or believable for Mitchell (in all three markets):

“Fly Local, Go Global” Not appropriate because MKE offers almost no international flights and limited nonstop destinations.

“Taking a one-stop connecting flight from Mitchell takes about the same or less time as driving to O’Hare and then taking a nonstop flight.” Most disagreed with this.

“Mitchell offers nonstop flights to most major cities in the US.” Most also disagreed with this statement. When asked how many nonstop destinations MKE offers, the Racine/ Kenosha groups said 10-25 and the NE Illinois groups said 20-30 (the question was not asked in Milwaukee).

SUMMARY OF FINDINGS

Print Ads

Overall, the print ads were well received. Participants found the ads to present a low-stress, easy travel experience – an accurate representation of their perceptions towards Mitchell Airport as summarized on page 5.

It was not immediately apparent that the flight map route was featuring all the nonstop flights Mitchell had to offer, yet as the viewers digested the ad, they came to realize what it was detailing. Viewers were pleasantly surprised with the many nonstop options MKE has to offer, and all learned something “new” about which cities were available to them nonstop.

Viewers liked seeing all the airline logos featured as well.

LEISURE PRINT ADS

The headline – Milwaukee to anywhere you heart desires – connected with viewers as telling them that they could fly from Milwaukee to see family and friends. Women, in particular, commented that the ad made them desire to go on a trip to visit someone.

Female visual

Her relaxed pose and sincere smile assured viewers she was not stressed. The airplane in the background and luggage in the foreground told viewers that the setting was in the airport.

Male visual

It was clear to viewers that he was at the airport, stress free and relaxed. His overly joyous smile was a bit off-putting to some. He “looked a bit too happy” and/ or “smug”. Some noted his bags were too big to be carry ons.

BUSINESS PRINT AD

The headline – Milwaukee to anywhere your business takes you – connected with participants who travel for business. They appreciated and understood that it was telling them that they could use the Milwaukee Airport to connect them with business opportunities. Participants commented on and connected to the last line of copy – “we make traveling for business feel less like work.”

Couple visual

While they understood the setting was a “creative” office setting, overall, people were distracted by the couple’s casual dress for a “business” ad.

MILWAUKEE cc TO WHEREVER YOUR

(SEASONAL)

(SEASONAL)

HEART DESIRES.

You have places to be and people to be with. That’s why you have MKE. We offer low fares on nonstop flights to cities nationwide and make easy travel our top priority. Because every destination is important, and so is the place to which you come home.

MILWAUKEE

cc TO ANYWHERE YOUR HEART DESIRES.

At MKE, low fares meet low stress. All the major airlines are matched with major convenience. And easy travel is our top priority. Our nonstop flights can take you all over the country, but perhaps more importantly is how great it feels to come home. FLYMKE.COM

SUMMARY OF FINDINGS

Print Ads (continued)

Additional Observations:

The most frequent and consistent feedback about the print ad featuring a woman was that it has a very relaxed, stress-free, casual feel. One or two in most groups said the message was that you can fly to a lot of places or wherever you want to go from MKE.

The print ad featuring a man was most often said to be about low stress, happy travel. Only one or two in each market mentioned that the ad shows where one can fly from MKE.

The print ad featuring the couple was understood to be about business travel. However, the illustration was often felt to be incongruent with that message because the couple was too casually dressed for business. A few in every market liked the wording in the body copy regarding business travel. The feel of the ad was most often said to be laid back, casual, comfortable. In the Illinois groups some noted that the ad was aimed at younger adults.

SUMMARY OF FINDINGS

Radio

Two radio scripts were presented as script-only professional reads, to test for concept and messaging only. The spots were played in alternating orders. Surprisingly, participant groups as whole tended to like the second spot they heard better, regardless of the order.

“

Places to Be” script

Listeners were not engaged with the opening statements. They recommended a shorter lead-in or “getting straight to the point.” Rest of the script was well-received.

• They liked the statements “Every destination is important” and “...go explore! Reconnect. Fly Milwaukee to wherever your heart desires.”

• Recalled pay-off points: easy travel, low fares, airlines, nonstops, quick connections

“ Face Time” script

Listeners expressed the same desire a shorter lead-in or “getting straight to the point.” Key messaging points were recalled. This script, however, contained a couple statements that revealed mixed opinions from the groups.

• “...connecting with people, not wi-fi” – while some listeners thought it was “cute” or “clever,” others found this notion to mean that the wi-fi in the airport is problematic

• “..wherever you could use some actual face time” – some thought it was “cute” and/or “clever,” while other listeners felt this line to be disingenuous

• Recalled pay-off points: easy travel, low fares, airlines, nonstops; the meaning of “quick routes” was not immediately clear

RADIO :30

PLACES TO BE :30

VO is 40-something male – cool, smart, energetic, fun, believable

Whether drawing up new ideas, or tracing your roots. Bringing plans to life, or living it to the fullest. You have places to be, people to be with. And you have the Milwaukee Airport.

Every destination is important. That’s why easy travel is so important to us. Low fares. Major airlines. Nonstops. And quick connections to anywhere in the world.

So go explore! Reconnect. Fly Milwaukee to wherever your heart desires.

Get started at Fly M-K-E dot com.

RADIO :30 FACE TIME :30

VO is 40-something male – cool, smart, energetic, fun, believable

Life is about coming together. Moments to celebrate, business ventures to explore, adventures to be had.

At MKE, we know every flight leads to something real. That’s why easy travel is really important to us. Low fares. Major airlines. Nonstops. And quick routes to anywhere in the world. So you can spend more time connecting with people, not wi-fi.

Fly Milwaukee to wherever you could use some actual face time.

Get started at Fly M-K-E dot com.

SUMMARY OF FINDINGS

Radio (continued)

Additional Observations:

The message in both radio spots was most often said to be it’s easy to use MKE. The intro on both spots was felt to be too long before the salient points were presented, thereby losing the listener’s attention. Some, especially in Illinois, suggested that the spots start with the salient points about the airport, such as: short lines, quick through security, convenient, and inexpensive parking.

It was recommended that early in the Face Time spot it should say “Milwaukee” instead of “M-K-E”, otherwise it’s not clear that the ad is about the airport. Three or four participants overall liked the statement about connecting with people instead of WiFi, but several did not care for that statement (primarily in Illinois), and three or four overall thought that statement meant WiFi is not available at MKE.

Some felt the Places to Be spot included too many different pieces of information.

SUMMARY OF FINDINGS

Outdoor

The outdoor boards presented contained two types of messages: one set that was asset-driven, the other set containing more of a big picture, branding message. The outdoor boards were harder for viewers to articulate a “connection” to – although one might argue that this medium is not necessarily a strong vehicle for such.

Resoundingly, viewers wanted MKE in the headline to instead be “Milwaukee.” Although 100% of participants stated with certainty that they knew that “MKE” stands for the Milwaukee Airport/Mitchell at the outset of each focus group – in this context, they contended that “other people” may not.

Many viewers commented that the boards look like airline ads. Many viewers wanted to visit FlyMKE.com. They thought perhaps that they could book flights there.

ASSET-DRIVEN

MKE to >> popular cities nonstop

• Viewers felt that communicating nonstop cities was a strong strategy

• Some found the use of the word “popular” off-putting and recommended against the word. Suggestions for modification included using “more”or “major” instead

MKE >> all the major airlines

• This message was overwhelmingly lackluster to the groups. Some felt as though the message was an obvious one, or that “they better have all the major airlines.” Instead of being wowed or intrigued by the message, they seemed more to have a “well, duh” response to it. It also led to discussions of what constituted all the major airlines (some referencing JetBlue as a major carrier).

All preferred the nonstop attribute over the major airlines.

BRANDING MESSAGE

MKE to >> wherever your heart desires

• Viewers appreciated the connection to the print and radio messaging. Of all the boards, this one had the highest emotional connection. As with the print ads, female participants suggested it made them want to go visit someone.

MKE to >> anywhere your plans take you

• Participants definitively did not like the word “plans.” It felt cold, distant, obtuse. Suggestions to modify included changing plans to “business”

SUMMARY OF FINDINGS

Outdoor (continued)

Additional Observations:

The following feedback pertained to all four outdoor boards:

• The top line should say “Milwaukee” instead of “MKE”, it’s not clear that “MKE” in this context refers to the Milwaukee airport.

• All four boards look like ads for an airline rather than an airport. “MKE.com” adds to that confusion as viewers don’t know what it is, and it implies that one can book flights there.

• The boards were felt to be too busy visually. The greater-than symbols (>>) were said to be unnecessary and only contribute to the overly busy feel.

• The map of nonstop routes is not visible at any distance. It becomes a spider web or a blur if seen at all.

• The boards are not very eye-catching. The darker blue color and all-text content do not grab the viewer’s attention.

MKE TO >> POPULAR CITIES NONSTOP

Many appreciated learning that MKE offers nonstop flights. That’s important information to them. The term “Popular” was problematic to some because the cities on the map are not popular for everyone. Instead it was suggested to use “More cities nonstop” or “Major cities nonstop”.

MKE

>> ALL THE MAJOR AIRLINES

NE Illinois felt it’s important to know MKE has the major airlines. It’s even more important to them to say MKE offers nonstop flights.

MKE TO >> WHEREVER YOUR HEART DESIRES

A few in several groups liked the emotional/feeling oriented tone. Some felt it’s not true because MKE has almost no international flights. Most in NE Illinois prefer the more informational messages (nonstops, major airlines).

MKE

TO >> ANYWHERE YOUR PLANS TAKE YOU

This was generally understood to refer to business travel. “Plans” sounds somewhat clumsy/awkward to some, and it was suggested to use “Anywhere your business takes you.” Some found it misleading due to the limited number of international flights at MKE.

DETAILED FINDINGS

The following section provides greater detail and explanation of the findings from the focus groups. The sections follow the order in which the topics were addressed in the groups.

DETAILED FINDINGS

How They Refer to the Airport

All of the participants in all three market areas knew that “MKE” is the airport code for Milwaukee’s airport. A few in the Milwaukee area and Racine/Kenosha mentioned that MKE is also used on a variety of other products/businesses in the Milwaukee area.

The airport in Milwaukee is commonly referred to as “Mitchell”, “Mitchell Field”, “Milwaukee”, “the Milwaukee airport”, or simply “the airport”. Some use those terms interchangeably.

Nearly everyone referred to ORD as “O’Hare”.

All Milwaukee area residents consider MKE their local airport. Most in Racine/Kenosha counties consider MKE their local airport, but they typically also check flights out of ORD. Nearly all in the NE Illinois groups consider O’Hare their local airport.

Perceptions of Mitchell and O’Hare

What comes to mind when they think of General Mitchell International Airport, what they think of GMIA overall:

• Convenient, easy access/in-out, easy to use, easy to get around, small, fast to get through, fast through security

• Less traffic to get there than ORD, easier to get to MKE, no tolls

• Less expensive parking, short walk from parking to gate

• Fewer direct/nonstop flights

• Quiet, stress free, calm, not frantic

• Few places to shop/eat, tend to open late and close early

• Clean, carpeted, ping-pong.

• Offsite parking closer, more convenient, cheaper than ORD.

What comes to mind when they think of O’Hare International Airport, what they think of O’Hare overall:

• Large/big, busy, crowded, hard to get around, inconvenient, long lines, some hate it.

• Lots of flight options – direct/nonstops, departure/arrival times, international flights, better fares

• Traffic there/back can be a hassle

• Chaos, frantic, hassle

• More delayed flights

• More stores and food selection.

DETAILED FINDINGS

Perceptions of Mitchell and O’Hare (continuted)

Advantages of Mitchell over O’Hare:

• Less hassle, easier to get around, easier pick-up, quick, easy & faster to get there, less traffic hassle, no tolls.

• Baggage claim easier

• Faster through security

• Parking cheaper, easier, closer.

• Friendlier, comforting, family oriented

• Less hectic

• Often competitive fares

• Southwest Airlines

Disadvantages of Mitchell versus O’Hare:

• Fewer direct/nonstop flights

• Fewer lower cost flights available

• Limited number of flights, arrival/departure times

• Almost no international flights

• Fewer shops/restaurants

• Shops/restaurants close early at MKE

Familiarity with Mitchell among NE Illinois residents:

• When the NE Illinois participants were asked how familiar they are with Mitchell, 2-3 in each group said very familiar,

• 2-3 in each group said somewhat familiar, and 5 per group said they are not familiar with it. “Familiar” seemed to mean they had used the airport.

• Most said they always or sometimes consider MKE when choosing a flight, and a few said they rarely or never consider it.

• Most indicated they wanted to learn more about Mitchell. They expressed interest in how it might benefit them.

DETAILED FINDINGS

Considerations When Booking a Flight

Major considerations when booking a flight:

• Cost, airfares

• Direct/nonstop flights

• Length of layover time on connecting flight

• Convenience – arrival/departure times, ease/speed of getting to airport, traffic hassle

• Business trip – convenience and times often more important than cost.

• Leisure trip – time less important, more likely to go where can get lower cost flight, costs multiply with family members

• When flying by oneself will put up with more hassle than when flying with family, want family friendly airport.

Airport is often an important consideration when choosing a flight:

• Milwaukee area residents much more likely to use MKE than ORD.

• Racine/Kenosha residents tend to consider flights from MKE first, followed by ORD.

• NE Illinois residents consider ORD their local airport. Many are not familiar with MKE and frequently don’t think of it when booking a flight.

Encouraging Greater Use of Mitchell

What would encourage greater use of Mitchell rather than flying out of O’Hare:

• More direct/nonstop flights

• More competitively priced flights, lower fares

• Free WiFi in the airport (other airports offer it free)

• Transportation to the suburbs

• More curbside check-in service

• More shops/restaurants at MKE, and open longer hours.

DETAILED FINDINGS

Messaging Concepts

What comes to mind when you see/hear “Fly Local, Go Global”:

• Means can fly anywhere from your local airport.

• Does NOT apply to MKE because it has almost no international flights.

• Sounds good but cannot always do that from MKE because must first get to a major hub in order to fly to many destinations.

Thinking about total travel time, how do you feel about this statement? “Taking a one-stop connecting flight from Mitchell

• takes about the same or less time as driving to O’Hare and then taking a nonstop flight.”

• Most disagree – in all three markets.

• True in some cases but depends on length of layover on flight from MKE and traffic on I-94 (which is unreliable).

Delays at Mitchell vs. O’Hare:

• Participants in all three markets generally believe there is a higher percent of delays at O’Hare than MKE.

• Can recover more easily from delays at MKE, whereas you’re stuck at O’Hare.

• Delays at ORD back up and stop the whole airport. Not as likely at MKE.

Thinking about your total cost of flying to your destination, how do you feel about the following: “Including the costs of driving and parking or other transportation to the airport, a flight from Mitchell costs about the same or less than a flight from O’Hare”.

• Most in Milwaukee and Racine/Kenosha agree – feel statement is true more often than not. NE Illinois residents feel it’s false.

• Milwaukee and Racine/Kenosha residents said a flight from ORD needs to be a lot cheaper to make it worthwhile.

• Need to factor in price of hotel at ORD if stay there overnight, the value of their time in getting to ORD, and the hassle of driving there.

• Total cost is more of a concern when traveling with family than by oneself.

• MKE now more competitive on cost due to Southwest Airlines.

• Nearly all Milwaukee participants feel MKE is a good value, but Racine/Kenosha residents split on whether MKE a good value.

DETAILED FINDINGS

Messaging Concepts

What comes to mind when you see/hear “Fly Local, Go Global”:

• Means can fly anywhere from your local airport.

• Does NOT apply to MKE because it has almost no international flights.

• Sounds good but cannot always do that from MKE because must first get to a major hub in order to fly to many destinations.

Thinking about total travel time, how do you feel about this statement? “Taking a one-stop connecting flight from Mitchell

• takes about the same or less time as driving to O’Hare and then taking a nonstop flight.”

• Most disagree – in all three markets.

• True in some cases but depends on length of layover on flight from MKE and traffic on I-94 (which is unreliable).

Delays at Mitchell vs. O’Hare:

• Participants in all three markets generally believe there is a higher percent of delays at O’Hare than MKE.

• Can recover more easily from delays at MKE, whereas you’re stuck at O’Hare.

• Delays at ORD back up and stop the whole airport. Not as likely at MKE.

Thinking about your total cost of flying to your destination, how do you feel about the following: “Including the costs of driving and parking or other transportation to the airport, a flight from Mitchell costs about the same or less than a flight from O’Hare”.

• Most in Milwaukee and Racine/Kenosha agree – feel statement is true more often than not. NE Illinois residents feel it’s false.

• Milwaukee and Racine/Kenosha residents said a flight from ORD needs to be a lot cheaper to make it worthwhile.

• Need to factor in price of hotel at ORD if stay there overnight, the value of their time in getting to ORD, and the hassle of driving there.

• Total cost is more of a concern when traveling with family than by oneself.

• MKE now more competitive on cost due to Southwest Airlines.

• Nearly all Milwaukee participants feel MKE is a good value, but Racine/Kenosha residents split on whether MKE a good value.

DETAILED FINDINGS

Messaging Concepts (continued)

What are your thoughts about the statement: “Mitchell offers nonstop flights to most major cities in the US”?

• Disagree – in all three markets.

• Even if MKE offers nonstops to some cities, the number of flights and the departure/ arrival times are limited.

• May fly direct to some major cities, but not the destinations they want.

• A few believe Southwest Airlines is changing this, it now offers more nonstop flights to more cities.

Perceived, estimated number of nonstop destinations available from MKE:

• Racine/Kenosha between 10 and 25 destinations

• NE Illinois 20-30 destinations

• Not asked in Milwaukee

Agree or disagree with the statement: “All the major domestic airlines fly out of Mitchell.”

• Milwaukee area residents had mixed beliefs, some agree and some disagree.

• Racine/Kenosha residents generally disagree.

• NE Illinois residents disagree.

DETAILED FINDINGS

Logos for Mitchell

Current and proposed logo graphics without the name:

• Only a few in the Racine/Kenosha groups and none in the NE Illinois groups recognized the current logo graphic without the name. [The Milwaukee groups were not asked.]

• Without the name, the graphic for the current logo was generally felt to be generic, it signifies an airport but nothing else, and it is not associated with Milwaukee.

• Most preferred the proposed graphic over the current graphic because the “MKE” on the proposed graphic makes it instantly ecognizable as being for the Milwaukee airport. However, some in both Racine/Kenosha groups said they would prefer the current graphic if “MKE” were added under it.

• Some said “MKE” is disproportionately large relative to the circle, visually unbalanced, the circle could be larger.

• Proposed graphic reminds some people of an online icon or push button.

• One or two said the spiral exhaust/contrail from the jet on the proposed graphic suggests it is crashing.

DETAILED FINDINGS

Logos for Mitchell (continued)

Current logo with the name:

• Most Milwaukee area residents recalled seeing the current GMIA logo with the name –most often on the website or freeway signs.

• Only a few in Racine/Kenosha and NE Illinois recognized the current logo.

• Major dislike is it does not say or indicate “Milwaukee”.

• Milwaukee respondents described the current logo as boring, sterile, neutral, nondescript, not exciting, not eye-catching, no emotion/feeling, dated.

Proposed logo with the name:

• Many liked that the proposed logo includes “MKE” because that indicates it’s for the Milwaukee airport, which was important to many.

• Mixed preference for orange vs. green version of new logo.

• A couple Milwaukee area residents suggested including something symbolic of Milwaukee, such as the lake/waves/water or skyline.

• In every group some participants later said that they came to appreciate the proposed new logo and liked it more after seeing it in some print and outdoor advertisements.

Preference for current or proposed logo with the name:

• Most in Milwaukee preferred the proposed logo, primarily because it included “MKE” in contrast to the current logo which does’ not indicate it’s for the Milwaukee airport.

• In Racine/Kenosha most preferred the current logo either in its original form or with “MKE” added underneath.

• In NE Illinois the majority in one group preferred the proposed logo, and the other group was relatively evenly split in terms of preference for the current or proposed logo.

DETAILED FINDINGS

Names for Mitchell

Airport names: General Mitchell International Airport vs. Milwaukee International Airport

• Some thought it disrespectful to General Mitchell to exclude his name, an important part of the airport’s history/heritage/legacy.

• Others did not know who General Mitchell was nor why his name needs to be included.

• Mixed preference for one or the other name.

• Like that proposed name includes “Milwaukee”, that’s important.

• Liked that proposed name is shorter, less of a mouth full, simple, and it’s what most people call the airport (Milwaukee Airport).

• Some feel airport names are easier to remember if they’re based on the city name rather than the name of a famous local personality (e.g., Atlanta Airport instead of Hartsfield).

Airport names: Milwaukee International Airport vs. Milwaukee Mitchell International Airport

• Mixed preference for one name over the other

• Some like Milwaukee Mitchell International Airport because it includes “Milwaukee” and retains the heritage of “Mitchell”.

• Already know it as “Mitchell”, so keep that in the name.

• Others felt Milwaukee Mitchell International Airport is too long, “Mitchell” just adds unnecessary length to the name.

DETAILED FINDINGS

Print Ads

Three proposed print ads for GMIA were evaluated in the focus groups.

Print ad featuring woman:

• The most frequent and consistent feedback about this ad was that it has a very relaxed, stress-free, casual feel.

• TOne or two in each group said the message was that you can fly to a lot of places or wherever you want to go from MKE.

• TThe exception to this was the second group in Milwaukee where no one cited that message.

• TA few in each market indicated the ad is oriented toward leisure travel rather than business travel due to the casual look/feel.

• TIn every market, participants noted that they liked the new logo better in this ad than when viewed by itself.

Print ad featuring man:

• TThis ad was most often said to be about low stress, happy travel.

• TOnly one or two in each market mentioned that the ad shows where one can fly from MKE.

Print ad featuring couple:

• TThis ad was understood to be about business travel. However, the illustration was often felt to be incongruent with that message because the couple was too casually dressed for business.

• TA few in every market liked the wording in the body copy regarding business travel.

• TThe feel of the ad was most often said to be laid back, casual, comfortable.

• TIn the Illinois groups it was said that the ad was aimed at younger adults.

DETAILED FINDINGS

Radio

The focus groups listened to and evaluated two proposed radio spots for Mitchell.

Face Time radio spot:

• Should say “Milwaukee” instead of “M-K-E” early in the spot, otherwise not clear the ad is about the airport.

• Intro seems long before the ad gets to the point. Loses listener’s attention. Some, especially in Illinois, felt the ad should start

• immediately with salient points about the airport, such as short lines, quick through security, convenient, inexpensive parking.

• Message most often considered to be: It’s easy to use MKE. Some felt that’s a good message.

• A few disagree that can easily travel to anywhere in the world from MKE because it offers limited international routes.

• Overall across all six groups, three or four participants liked the statement about connecting with people instead of WiFi.

• However, several (primarily in the second Illinois group) did not care for that statement. And three or four overall thought that statement meant WiFi is not available at MKE.

Places to Be radio spot:

• Intro seems long and slow before the ad gets to the point. Loses listener’s attention and interest.

• Should start immediately with salient points: easy travel from MKE, cheaper fares, major airlines, nonstop destinations.

• Most commonly cited message: It’s easy to use MKE. Some indicated the ad included too many other points that obscured the primary message, too much information for a radio ad.

DETAILED FINDINGS

Outdoor Boards

Four proposed outdoor advertising boards for GMIA were also evaluated in the focus groups.

Comments about all four outdoor boards:

• Top line should say “Milwaukee” instead of “MKE”. Not clear that “MKE” in this context refers to the Milwaukee airport.

• Looks like an ad for an airline rather than an airport.

• What is MKE.com? Implies can book flights there. Adds to the impression that this is an ad for an airline.

• Boards seem too busy visually.

• Greater-than symbols (>>) may not be necessary, add to busy feel.

• Map not visible at any distance, becomes a spider web or a blur if seen at all.

• Board not eye-catching. Darker blue color and all-text do not grab viewer’s attention, especially at 65 mph.

• New logo works well.

MKE TO >> POPULAR CITIES NONSTOP

• “Popular” was problematic to some. Cities on map not popular for everyone. Suggested “More cities nonstop” or “Major cities nonstop” instead.

• Appreciate knowing that MKE has nonstop flights. That’s important.

MKE >> ALL THE MAJOR AIRLINES

• Several in NE Illinois felt it’s important to know MKE has the major airlines. Milwaukee and Racine/Kenosha felt otherwise.

• More important to say MKE offers nonstop flights.

MKE TO >> WHEREVER YOUR HEART DESIRES

• Not true because MKE has almost no international flights.

• A few liked that it expresses an emotional element.

MKE TO >> ANYWHERE YOUR PLANS TAKE YOU

• “Plans” sounds somewhat clumsy/awkward. One suggested line from print ad: “Anywhere your business takes you.”

• Generally seen as about business travel.

• Misleading because MKE has almost no international flights.

• No emotional element.

APPENDIX

General Mitchell International Airport Focus Group Research: Topic Discussion Outline

1.) Introduction

a. Moderator

b. Ground rules, process, topic

c. Participant: name, household make up, whether usually fly for business or leisure or both.

2.) Participants shown “MKE” and asked to write down what it is. Share responses with group

3.) Which airport do you consider to be your local airport? The one you’d tend to use for flights within the US?

[NOTE: Participants will be asked to write down responses to Q4 then Q5. This is followed by a further discussion of point 4 and then further discussion of point 5. Their written responses are a starting point for the deeper discussion and to ascertain top of mind thoughts about the airports.]

4.) Participants asked to w rite down response to “W hat comes to mind when you think of General Mitchell International Airport?” Will share with group during further discussion: Overall, what do you think of General Mitchell International Airport? (Milwaukee Mitchell)

5.) Participants asked to write down response to “W hat comes to mind when you think of O’Hare Airport?” Will share with group during further discussion: Overall, what do you think of O’Hare International? (Chicago O’Hare)

6.) Discuss advantages of Mitchell vs O’Hare. Disadvantages of Mitchell vs O’Hare.

7.) [Using easel, briefly discuss] What major factors do you consider when booking an airline flight, within the US?

8.) Choice of airport in overall travel decision

a. When planning a trip on an airline, within the United States, do you consider the airport in your plan /decision? How so?

b. What role does the airport choice play when planning to travel via air, if any?

c. Which is chosen first, the flight or the airport? Why?

d. What factors determine the airport you use for a trip? Unaided. Prompt with the following, if not mentioned, for influence/importance of :

i. Price of flights out of the airport

ii. Drive time to/from iii. Non stop flights available

iv. Flying for business vs leisure

v. Traveling alone vs with family vi. Parking costs, convenience

vii. Relaxed, friendlier travel experience viii. Traffic to and from airport

ix. Ease of getting through/around airport x. Other

xi. What are the m ost important considerations?

9.) What do you feel would encourage someone to use Mitchell more often, rather than flying out of O’Hare? What would encourage you?

10.) Exploration of messaging:

a. What comes to mind when you see/hear the words: “Fly Local, Go Global”? Explain.

i. What does this mean to you? What is this telling you?

b. Thinking now about the total travel time to your final travel destination, starting when you leave your home or office. How do you feel about this statement: “Taking a one stop connecting flight from Mitchell takes about the same or less time as driving to O’Hare and then taking a non stop flight.”

i. Discuss. Agree/disagree? True statement?

ii. Perception of flight delays O’Hare vs Mitchell

c. Thinking about the total cost of flying to your travel destination, how do you feel about the following: “Including the costs of driving and parking or other transportation to the airport, a flight from Mitchell costs about the same or less than a flight from O’Hare”. Discuss. True statement? Good value?

d. And, what are your thoughts about this statement: “Mitchell offers non stop flights to most m ajor cities in the US”. Discuss. True?

e. “All the major domestic airlines fly out of Mitchell”. Agree/disagree?

11.) Show current Mitchell logo.

a. What do you think of this logo? What comes to mind first when you see it? b. What does it say to you/tell you about Mitchell Airport? c. Like/dislike

12.) Show proposed new logo.

a. What do you think of this one? What comes to mind first when you see it? b. What does it say to you/tell you about Mitchell airport? c. Like/dislike d. Prefer first logo shown or second? Why?

13.) Thinking about the name of the airport here.

a. Show board with current airport name. b. Show second board with proposed name: Milwaukee International Airport. i. How do you feel about this name? Why? ii. Preference for proposed name vs current name. Reasons. iii. What if the name was “Milwaukee Mitchell International Airport” 1. Preference 2. Reasons

14.) Show 2 proposed print ads, one at a time. Order of ads will be rotated. Ask for each: a. What do you think of this ad? b. Who/what is this ad for? c. Like/dislike d. Additional information you’d like to see included in the ad, if any? e. What does this ad say to you about Mitchell Airport? What is the m ajor message? f. What is the feel or tone of this? What feeling might it convey to you?

15.) Read/play each radio spot, one at a time.

a. W hat do you think about this radio spot? Likes/dislikes. b. What’s the major message, what does it tell you/say to you?

16.) Show set of four outdoor ads, one at a time.

a. What do you think about this? Likes/dislikes. b. Would it get your attention? What aspects of this attract c. What’s the major message, what does it tell you/say to you?

17.) Questions from observers

18.) Adjourn the group session.

Valerie N. Female 56 1-Business 3-Leisure 53206 $55-75K Program Manager

St. Charles Youth Home Single n/a

Roberto M. Male 42 4-Business 1-Leisure 53221 $75-100K Sales Rep. Northwestern Mutual Married Baker Schroeder Bakery

John S. Male 43 2-Leisure 53089 $100-150K Technical Engineer AT&T Married Manager Home Care Consultants

Eugene H. Male 66 3-Leisure 53150 $100-150K Retired Former Teacher Married Retired Former Teacher

Keith A. Male 36 8 Business 6 Leisure 53151 $100-150K Sales Liturgical Publishing Married RN Aurora Healthcare

Nicole C. Female 32 27-Business 3-Leisure 53022 $100-150K Network Coordinator Phedacare Healthcare Married Underwriter Blue Cross/Blue Shield

Jeff K. Male 51 11-Business 7-Leisure 53149 $150K+ Field Access Specialist Regeneron Medical Married Homemaker

Debr P. Female 58 8 Business 6 Leisure 53005 $150K+ Consultant Ricoh Digital Printing Married Payroll Mgr. Briggs

Brandon A. Male 28 8-Business 7-Leisure 53213 $75-100K Software Developer Penrod Software Married R.N. Case Manager

Deb C. Female 56 8-Leisure 53220 $100-150K Technical Engineer Milwaukee Public Schools Married

NAME

Life Navigators

Bob C. Male 55 36-Business 53045 $150K+ V.P. of Sales Pough Corp. Married Inventory Control Carter's Clothing

Christopher T. Male 38 2-Business 1-Leisure 53072 $75-100K Account Exec

The Wellness Network

Mark P. Male 55 4-Business 1-Leisure 53089 $55-75K Sales Manager Regional Beer Sales

Married Teacher Elmbrook School District

Married Social Worker Independent Contractor

Lyndsey B. Female 53 3-Leisure 53211 $55-75K Administrative Assistant

Medical College of WI

Melissa G. Female 36 2-Leisure 1-Business 53172 $75-100K Credit Evaluator Eduational Credit Evaluators

Judy F. Female 61 10-Leisure 53092 $100-150K Homemaker

Kandy B. Female 70 1-Business 5-Leisure 53151 $100-150K Association Manager

Greater Milw. Bowling Assoc.

Single n/a

Married Landscape Supervisor

Milw. Community Services

Married Attorney Self Employed

Married Retired former Electrical Engineer

Christopher J Male 32 48-Business 2-Leisure 53225 $75-100K Sales Specialty Underwriters Single n/a

Mitch H. Male 31 15-Business 3-Leisure 53151 $150K+ Source Manager Johnson Controls

Married Teacher Muskego School District

Dara S. Female 45 4-Business 2-Leisure 53122 $150K+ Recruiter Strategic Sales Group Married Sales Rep Strategic Sales Group

NAME GENDER AGE

1

Julie B. Female Yes 42 35-44 10 6 1 6 53168 Kenosha $75k-$100k Yes U.S. Banks Customer Service Coordinator Married/ Significant Other Yes Snyders of Hanover Route Driver

Ellen T. Female Yes 37 35-44 18 18 18 18 53142 Kenosha $75k-$100k Yes Mondi Akrosil Account Specialist Married/ Significant Other Yes Twin Disc Engineer

Stephen M. Male 56 55-64 11 53402 Racine $100k-$150k Yes Herzing University College Administrator Married/ Significant Other No n/a Homemaker

Gadeer M. Male Yes 29 25-34 20 15 15 30 53405 Racine $55k-$75k Yes Twin Disc Senior IT Business Analyst Single n/a n/a n/a

John C. Male Yes 53 45-54 80 3 2 3 53144 Kenosha Over $150K Yes Yaskawa of America Product Engineering Manager Married/ Significant Other Yes Dr. Berman Office Administrator

Keith W. Male Yes 26 25-34 3 2 1 2 53140 Kenosha $35k-$55k Yes Racine Unified School District Teacher Single n/a n/a n/a

Douglas N. Male Yes 65-74 3 4 0 4 53142 Kenosha $55k-$75k Yes Uline Distribution Coordinator Married/ Significant Other Yes Jelly Belly Candy Store Associate

Vicki Z. Female Yes 55 55-64 10 4 1 4 53158 Kenosha Over $150K No n/a n/a Married/ Significant Other Yes U.S. Treasury Department Assistant Deputy Comptroller

Joan B. Female Yes 55 55-64 15 3 1 3 53182 Racine $75k-$100k Yes Uline Data Specialist Married/ Significant Other Yes Oakes & Sons Project Manager (Construction)

Terri P. Female Yes 54 45-54 6 3 0 3 53402 Racine $75k-$100k Yes WI Senior Service Receptionist Married/ Significant Other Yes Payson Caster VP of Manufacturing

Name Gender Q1 HOH Exact Age Q2. Age Stayed over night in a hotel/ motel Flown on a commercial airline within the U.S Rented a car for use during a business trip Q4. Roundtrip flights in the past

12 months Q5. Zip Code Q5a. County Q6. Income Q8. Employed Q9. Company Q10. Title Q11. Marital Status Q12. Spouse/ Significant Other Employed Q13. Spouse/ Significant Other Company Q14. Spouse/ Significant Other Title

past 12 months?

you done the following in the

Q3. How many times have

5:30 pm

1

Tracy G. Female Yes 42 35-44 10 4 0 2 53143 Kenosha $55k-$75k Yes CNH Paralegal Single n/a n/a n/a

Carol S. Female Yes 47 45-54 30 24 12 12 53403 Racine $75k-$100k Yes Cree Global Commodity Manager Single n/a n/a n/a

Paige L. Female Yes 45 45-54 8 10 2 5 53142 Kenosha $55k-$75k Yes Trinity Preschool Financial Administrative Assistant Married/ Significant Other Yes First Presbyterian Church Reverend

Christy S. Female Yes 40 35-44 15 10 2 5 53150 Kenosha $75k-$100k Yes Medical College of

WI Program Manager Married/ Significant Other Yes Fossil Assistant Manager

Angela K. Female Yes 40 35-44 6 6 2 6 53405 Racine $100k-$150k Yes Andis Service Supervisor Married/ Significant Other Yes GNC Production

William A. Male Yes 70 65-74 1 3 1 3 53405 Racine $75k-$100k Yes Premier Solutions Consultant Single n/a n/a n/a

Ann J. Female Yes 66 65-74 8 10 0 8 53402 Racine $75k-$100k Yes Touch of Elegance Manager/ Stylist Married/ Significant Other No n/a n/a

Ashleigh H. Female Yes 33 25-34 5 2 1 2 53405 Racine $100k-$150k Yes Wheaton Franciscan Healthcare Certified Nursing Assistant Married/ Significant Other Yes Modine Manufacturing Global Key Account Manager

John S. Male Yes 66 65-74 6 6 0 3 53170 Kenosha $35k-$55k No n/a n/a Married/ Significant Other No n/a n/a

Name Gender Q1 HOH Exact Age Q2. Age Stayed over night in a hotel/ motel Flown on a commercial airline within the U.S Rented a car for use during a business trip Q4. Roundtrip flights in the past

12 months Q5. Zip Code Q5a. County Q6. Income Q8. Employed Q9. Company Q10. Title Q11. Marital Status Q12. Spouse/ Significant Other Employed Q13. Spouse/ Significant Other Company Q14. Spouse/ Significant Other Title

past 12 months?

you done the following in the

Q3. How many times have

7:30 pm

68 6 10 10 10 FL x6, UT, NV x3 60015 South Lake 150k+ Mfg Rep

L 51 6 9 9 9 FL x9 60081 North McHenry 150k+

Dianne A 59 20

Heather W 31 5-6

15 20 TN, GA, AL, SC 60021 South McHenry 150k+

TX, AK, FL 60050 North McHenry 100-150k

ID, GA 60013 South McHenry

Lake # T I M E S P 1 2 M

UT, OH 60046 Q 3

South Lake (n=2-4) L O C A T I O N

3 Q 5

3Furniture Married

Mgmt

Travel North Lake (n=2-4) healthcare

OwnerArborists

Michelle K 44 25 38 20 38 CA, TX, NC, OR,

FL, CO, MD 60045 South Lake 150k+ HR ManagerBio Tech Married Engineer - Construction

Steel Ring

Brain B 33 10 4 4 4 CA, MA, CO, WA 60089 South Lake 100-150k SalesMedical Married Customer Service -

TN x2, MA, Seattle, WA, CA 60030 North Lake 100-150k Strategic Acct MgrHR Consulting Single

D.C x2, CO, MN,

Matt S 43 24 12 6 12 AZ, FL x2, WA,

Donnie L 44 5 5 5 5 NJ, Miami, FL,

NV, NY, Orlando FL 60098 South McHenry 150k+ Self-Employed -

Training Consultant Married Cust Svc RepHealthcare

Paula J 61 1 4 1 2 LA, TX 60030 North Lake 55-75k Sales Clerk -

Joshua J 27 15 5 2 5 NY, NV, CO, FL, MO 60085 North Lake 150k+ Business analyst -

Barry E 57 7

2

South Lake (n=2-4) 2 7 4

7 AZ, FL, NV 60012 South McHenry 100-150k

Healthcare Mfg Married IT - Healthcare

-

Fleet

Commercial Printing Married AsstLaw Firm # T I M E S P 1 2 M

TX 60069 South Lake 100-150k Self-EmployedQ 3

Health Married Teacher - Education

Maintenece

6

Retail Married Professor - Education Q 5

Nurse - Medical