Our Work » Washington Flyer
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Industry:
Travel
Custom media strategy makes Washington Flyer soar above the competition

The Washington Flyer connects the Metropolitan Washington Airports Authority (MWAA) to nearly 4 million travelers who pass through Dulles International and Reagan National airports each month.

Objectives:

  • Enhance visitors’ experience in both airports by providing information about travel, lifestyle, cultural events, restaurants, tourist attractions, and more.
  • Position MWAA as a vital organization that supports growth in the D.C. region.
  • Promote the economic benefits of working with the airports, engage new customers, and encourage frequent fliers to use both airports.

Washington Flyer engages millions of readers across multiple platforms

Strategy:

  • Develop a strategic distribution that expands the media brand beyond print, and into in-airport television, online media, interactive kiosks, and high-profile events.
  • Increase the magazine’s visibility in the airports and entice travelers to pick up an issue by featuring on the cover a well-known celebrity or public figure with D.C. ties.
  • Extend the effectiveness and reach of the Washington Flyer brand through a new website design featuring a simple but elegant user interface, exclusive online content, and blogs, video and photo galleries.
  • Broadcast a full range of customized video content, including segments on dining, travel and events on Flyer TV, shown at both airports, and on the website.
  • Provide information about hotels, restaurants, car rentals and other tourist services in the area on touch-screen informational kiosks at both airports.
  • Promote the initiatives of partner businesses and the magazine through a weekly e-newsletter.

Washington Flyer is a well-recognized, trusted brand throughout the region.

Results:

  • With a readership of 600,000+, magazines fly off the racks at Reagan National and Washington Dulles airports.
  • Distribution has expanded to JFK, LaGuardia, Logan, O’Hare, and Philadelphia International airport newsstands, every U.S. congressional office, and more than 100 hotels across the region.
  • The e-newsletter, Weekly Picks, is 7,000 opt-in subscribers strong, and growing.
  • A weekly interview segment based on the newsletter is featured on the area’s highest-rated radio station.
  • 88% of readers have purchased from, visited or contacted an advertiser after reading the magazine.
  • 64% read Washington Flyer because they “always learn something new about Washington.”

"Both the writing and the design in Washington Flyer are fresh, first-rate—perfect for both our readers and for MWAA's mission. The publishing staff has made its mark in the business community, and down to a person, TMG staff is wonderful to work with. We could not find a better partner."
Pamela G. Alme,
The Metropolitan Washington Airports Authority