The Challenge
Provo Airport had a clear mandate: grow passenger volume and strengthen its position in a competitive regional market.
The targets were ambitious:
The Strategy
Advance Aviation approached the campaign with a performance-first mindset, grounded in audience precision, attribution, and media efficiency.
The core idea: make Provo Airport the obvious choice in moments of travel decision-making.
A digital-first strategy anchored the campaign, allowing for real-time optimization, measurable impact, and full-funnel visibility.
The creative platform—“Anywhere You Want to Go, Fly Provo!”— for the outbound leisure campaign, was designed to be evergreen, scalable, and adaptable across channels, ensuring long-term value beyond a single campaign window.
For business, more context: With the opportunity we knew was present with the business community throughout Provo, we developed a campaign specifically speaking to this audience, catering not only to their work needs but also to the growing trend of “bleisure” travel, combining business with leisure. With convenient flight schedules, quick check-ins, and short security lines, Provo Airport ensures that travelers can maximize their time and minimize travel stress.
This new campaign spotlights the essentials that business travelers value most: efficiency, convenience, comfort, and the ability to connect easily to their final destination.
For inbound, more content: Provo offers world-class winter recreation, particularly skiing and snowboarding, as well as opportunities for those seeking relaxation. With this campaign we took advantage of the opportunity to bring visitors into the area via PVU. Our inbound campaign invited visitors to explore Provo’s blend of breathtaking scenery, thrilling mountain sports, and cozy, intimate experiences. In later campaigns, we expand on the 4 season appeal of the Provo area.
The Execution
Running from July 2024 through June 2025, the campaign blended digital precision with targeted traditional support.
Digital tactics included:
Traditional support included:
In addition, we implemented an influencer campaign, sent out (3) UGC creators to gather content for our creative campaigns, and executed a full live commercial shoot at the airport in June of 2025, focused on both business and leisure travel.
The approach connected awareness, consideration, and conversion—ensuring each touchpoint reinforced the next.
Leisure Campaign Creative
Digital Display and Social Media
Video
Landing Page
Inbound Campaign Creative
Digital Display and Social Media
Video
Landing Page
Business Campaign Creative
Digital Display and Social Media
Video
Landing Page
The Results
The campaign delivered on its primary objective—and then exceeded it.
The campaign didn’t just scale reach. It increased meaningful interaction — driving traffic, engagement, and sustained video consumption.
“Advance Aviation delivers results. With their expertise, Provo Airport launched the strategic digital marketing campaign ‘Anywhere You Want to Go, Fly Provo!’ This game-changing initiative turned our ‘someday’ dream into today’s reality, soaring to new heights with nearly 900,000 passengers choosing PVU in 2024 and into 2025.”
The Partnership
The foundation of this campaign started before the first impression was served.
The relationship was built through direct engagement at industry events, including Routes Americas Air Service Development Conference and ACI North America JumpStart Air Service Development Conference.
That proximity carried into execution.
Advance Aviation participated in airline meetings alongside Provo Airport leadership, ensuring alignment across marketing strategy and air service development.
The result was a campaign that didn’t operate in isolation.
It worked in lockstep with broader growth efforts—connecting airline partnerships, creative strategy, and performance media into one cohesive system.
The Perspective
This campaign succeeded because it treated marketing as infrastructure, not amplification.
Every element—creative, targeting, partnerships, and media—was built to move the same outcome forward.
Passenger growth followed.
And more importantly, it sustained.
Our relationship with Provo Airport began through our Advance Aviation sponsorship and participation at the Routes Americas ASD Conference in March 2024, where we connected with the airport’s air service consultants, The Meehan Aviation Group. Early conversations focused on how our Advance Aviation team could serve as an extension of the airport’s leadership by developing a scalable marketing and creative strategy designed to build awareness, increase engagement, and deliver measurable impact in support of the airport’s continued growth. The relationship gained momentum in May 2024 during the ACI-NA JumpStart ASD Conference, where continued collaboration and strategic discussions helped establish a strong foundation for partnership. By July 2024, the partnership officially launched with the airport’s first campaign. As the partnership evolved, our role expanded beyond campaign execution into active participation in air service development conversations along with the airport and air service consultants. We participate in one-on-one airline meetings at ASD conferences with current airline partners including American Airlines, Breeze Airways, and Allegiant Air and meet with potential new carriers as well. We present the marketing and creative initiatives supporting existing routes, while also sharing how future campaigns would generate awareness, stimulate demand, and support the success of new commercial air service or additional capacity. These collaborative conversations have strengthened alignment among stakeholders and reinforced Provo Airport’s proactive, strategic, and data-driven approach to sustained growth. The campaign’s creative direction has been met with strong enthusiasm, while the digital strategy has delivered measurable results through high engagement, clear attribution, and proven ROI. Through a highly collaborative partnership between our team, the airport leadership, and its air service consultants, Provo Airport has seen record-breaking growth. This integrated approach helped the airport exceed its 2025 passenger goals and strengthen its reputation as one of the fastest-growing airports in the country. With continued alignment, innovation, and shared strategic vision, the partnership continues to build momentum for long-term success.
