On the heels of launching flights to Orlando and Charleston, South Carolina, from Charleston, West Virginia, two-year-old carrier Breeze Airways prepares to commence even more new services throughout the summer.

While most traditional airlines tend to find out where people want to fly and subsequently attempt to capture demand to those destinations, Breeze moves differently, attempting to use its power as a low-cost carrier to stimulate demand.

Breeze Embraer Arriving at CRW
Photo: Simple Flying | Alexander Mitchell

In essence, United or American will never start a route from Charleston to Charleston since they know that not enough people take connecting itineraries on their airline to make a direct routing profitable.

Breeze, however, believes that by providing such an affordable connection to an underserved market, many will choose to fly between the city pair who would not have traveled before without the airline’s service.

Careful marketing strategies

The key to Breeze’s success lies in its marketing tactics and relies upon the carrier demonstrating why citizens of each city should choose to visit the other. Not surprisingly, Breeze partners with local tourism authorities to help promote a destination.

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Through this strategy, Breeze demonstrates to the citizens of Charleston, SC, that a weekend getaway to Charleston, WV is far more valuable than the $70 roundtrip fares the airline is charging for the flight.

A Breeze Airways Embraer jet taxiing to the gate.
Photo: Alexander Mitchell | Simple Flying.

When these tactics are employed, everyone can benefit. The two Charlestons benefit from the increased tourism, helping the local economy. Travelers can enjoy affordable vacations with memorable experiences. And finally, Breeze can consistently and efficiently fill their Embraer 195 aircraft.

Case study: Charleston to Charleston/Orlando

Let’s take the most recently launched flights by the carrier, those connecting West Virginia’s capital to the largest city in South Carolina and the theme park capital of America.

It’s fairly apparent why West Virginians would travel down to Orlando or Charleston for a getaway. After all, at such affordable prices, it’s never been easier for residents of the Charleston area to travel to sunny destinations further South.

While connecting itineraries from United, Delta, or American can be priced at over $1,000 roundtrip, Breeze’s new nonstop connections can cost less than a tenth of that amount.

However, traffic from just Charleston is not enough to make routings to Orlando and Charleston profitable (or legacy carriers would service these routes). Thus, a crucial part of ensuring sustained profitability on this route is a marketing strategy that will help expose the citizens of Charleston, SC, and Orlando to the variety of incredible tourism opportunities available in West Virginia.

Breeze Arrival at CRW
Photo: Alexander Mitchell | Simple Flying

Thus, last week upon the launch of Breeze’s service to Charleston, the airline hosted a variety of media outlets (including Simple Flying), bloggers, and social media influencers to attend not just the inaugural flight but also an outing arranged by the West Virginia Department of Tourism.

And thanks to the efforts of both groups, the opportunities made available by visiting West Virginia have never been more apparent.

A state to make your next weekend getaway

Upon arriving, our media group was driven for an hour through the rolling green hills of the state to New River Gorge National Park, the newest to be given that designation by the National Park Service. The scenery during the drive was so beautiful that an invited radio host called into her show during the drive over to comment on the serenity of the countryside.

WV View
Photo: Alexander Mitchell | Simple Flying

At the park, the variety of activities visitors can enjoy were captivating. After a morning of white-water rafting along the nation’s highest-quality rapids and a picnic lunch at the recently refurbished visitor’s center, one can hike along the most beautiful trails in the Appalachians.

Additionally, the summer scenery is no match for how magnificent the area looks in the fall, with rolling hills of orange and red trees extending as far as the eye can see. Furthermore, ski resorts nearby will ensure the area is a great destination year-round.

New River Gorge National Park & Preserve
Photo: Alexander Mitchell | Simple Flying

However, the most awe-inspiring attraction in the area, the New River Gorge Bridge, hasn’t even been mentioned. This iron bridge, which stands 876 feet above the thundering river below, allows visitors to walk along a narrow catwalk beneath the road.

New River Gorge Bridge Catwalk
Photo: Alexander Mitchell | Simple Flying

This death-defying experience is exhilarating and serene at the same time, with every 18-wheeler that passes above you shaking the narrow catwalk, but simply looking at the river and the hills below you calms any fears you have. Indeed, it is an experience anyone should have in their lifetime.

After crossing the bridge, our group was treated to a gourmet lunch catered by Chef Paul Smith, a West Virginia resident and James Beard finalist. From pepperoni rolls to smoked trout, the chef successfully demonstrated the diversity of flavors found in the local cuisine.

Chef Paul Smith
Photo: Alexander Mitchell | Simple Flying

Breeze’s long-term strategy

For Angela Vargo, VP of Marketing at Breeze, the opening of the Charleston to Charleston route demonstrates not only a profitable business decision but also myriad external benefits. As Vargo noted in a statement to Simple Flying:

These routes to West Virginia demonstrate how we are able to connect the dots between underserved communities and do so efficiently and effectively. We have identified a huge niche and there is so much demand for this kind of service.

Using this same strategy, Breeze will continue to open more and more routes this year. Notably, Breeze’s focus at Rhode Island TF Green International Airport will see the commencement of multiple new flights later this summer, alongside a recently opened A220 service to Los Angeles.

Again, Breeze aims to provide a secondary market with increased connectivity, allowing passengers to fly direct where legacy carriers can only offer expensive connecting itineraries.

Breeze Airways Providence
Photo: Breeze Airways

Also, premium demand between such secondary cities is fulfilled, with the Ascent seat on Breeze’s A220 serving as a domestic business product competitive with the major players. While Breeze doesn’t have lounges or priority access lanes like the traditional carriers, many will likely forgo these benefits in favor of a speedy nonstop flight.

Accompanied by a successful marketing strategy, the carrier will continue to connect more and more of America’s overlooked secondary cities with affordable service in the coming years.