Airport Reinvention Strategy

Flying to Chicago? Avoid O’Hare. Avoid Midway. Avoid the traffic. Consider flying to Milwaukee. Milwaukee? Yes, Mitchell International Airport is fast becoming the destination for travelers going to northern Chicago and Illinois. In a recent USA Today article, the regional airport was called the possible third airport for the Windy City. Milwaukee is only about a 40 minute drive from the northern suburbs of Chicago. Also, with Southwest, Midwest Airlines and now AirTran using Mitchell International as a hub, the fares can be cheaper than O’Hare or Midway.

So Milwaukee’s Mitchell International Airport is reinventing and rebranding itself as a suburban Chicago airport for travelers who don’t want to deal with Chicago traffic. Southwest has done the same thing in Baltimore for people who don’t want to fly from Washington, D.C. and Providence for busy travelers tired of the distance and hassle of Boston.

It’s all about meeting needs that no one else is meeting. If you can’t meet enough needs as the Milwaukee Airport, you can meet the needs of people who don’t want to fly out of the two Chicago airports.  If it works for airports, maybe it will work for you. Maybe you can reinvent or rebrand yourself as the company for the people who don’t want…

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