AFFIRM Agency Leads Record-Breaking Summer Travel Campaign for Dane County Regional Airport
(Pewaukee, WI) AFFIRM Agency, a leading full-service marketing and advertising firm based in Pewaukee, Wisconsin, proudly partnered with the Dane County Regional Airport (MSN) to deliver a wide-ranging summer travel campaign. The integrated “FLY EASY. FLY MSN.” campaign ran from May through July 2025, with extended bonus placements through September, and played a central role in helping MSN airport achieve its busiest summer travel season ever.
From May through August 2025, MSN recorded 854,330 total passengers, up from 814,545 during the same period in 2024, continuing a five-year growth trend and underscoring strong traveler loyalty and regional demand.
“This year’s campaign perfectly captured the ease and convenience of flying from Madison during the busy summer travel season,” said Danny Mager, President, AFFIRM Agency. “The results speak for themselves. More people than ever are choosing MSN for both business and leisure travel, and we are proud to have been instrumental in telling that story.”
A Multi-Market Strategy with Measurable Impact
AFFIRM’s strategy focused on increasing top-of-mind awareness and highlighting the advantages of flying local. Campaign creative and messaging highlighted key traveler personas and other strategically targeted audiences most influential in travel planning and spending.
The campaign generated impactful results, including:
Digital display advertising, generating over 2.5 million impressions and a 0.18% CTR, more than double the national benchmark.
Social media campaigns reaching more than 2.4 million users across Madison and Dubuque, with nearly 20,000 clicks to dedicated campaign websites.
Radio and outdoor placements including over 650 radio spots and high-visibility billboards on the Beltline and I-94—collectively earning more than 4.6 million impressions and significant value-added exposure.
Transit advertising on Madison Metro buses, which remained active well beyond the paid flight period at no additional charge.
Dedicated campaign microsites—FlyMSNAirport.com and DubuqueFliesMSN.com—recorded an increase of 300% more sessions than previous summers, reinforcing the strong engagement and interest generated by the campaign.
Expanding the Reach into the Dubuque Market
In addition to the Madison-focused campaign, AFFIRM developed a targeted sub-campaign in the Dubuque, Iowa market to reach travelers seeking greater flight options and convenience. With limited nonstop service available locally, the creative strategy positioned Dane County Regional Airport as an easy, accessible alternative just over an hour’s drive away, with nonstop flights to major leisure and business destinations that Dubuque travelers couldn’t reach directly.
Geo-targeted digital and social media ads, localized creative, and a dedicated landing page (DubuqueFliesMSN.com) drove more than 1 million impressions and 5,200 clicks, exceeding performance expectations and signaling clear interest in flying from Madison.
“The Dubuque market provided a strategic opportunity to expand Dane County Regional Airport’s reach into a nearby area where travelers were eager for more options,” said Mager. “By positioning MSN as the logical and convenient choice, we helped connect a new audience to the benefits of flying Madison.”
Building Long-Term Traveler Loyalty
The 2025 summer campaign builds on AFFIRM’s long-standing relationship with Dane County Regional Airport, supporting its continued growth, expanded nonstop service, and reputation for exceptional customer experience.
With 17 nonstop destinations, modern amenities, and an expanding traveler base, MSN is on track to set an all-time annual passenger record by the end of 2025, reinforcing its role as the airport of choice for south central Wisconsin travelers.
AFFIRM is a full-service marketing communications agency with expertise in social marketing and behavior change campaigns that positively impact public health, transportation, social causes, as well as product marketing and consumer influence. Headquartered in Pewaukee, Wisconsin the agency serves local, regional and national clients in Business-to-Business and Consumer markets. For more information, call 262-650-9900, or visit www.AFFIRMAgency.com.
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