Sun Country Airlines (SY) has a very unique marketing strategy for its niche, but its advertising has definitely proven effective. Sun Country has found its role in the airline industry, not as a legacy or a low-cost carrier, nor as a charter company (even though charters account for a large portion of their business), but as an airline in its own lane. This small hometown airline has weathered the storm through two bankruptcies, corrupt ownership, 9/11, and a recession or two. Sun Country is based in Mendota Heights, Minnesota, and majority of its 1,300 employees are born and raised in Minnesota. All of the marketing budget is spent in the Minneapolis/St Paul area attracting locals from the frigid winters to the warm destinations of Mexico and the Caribbean.
(Purely Branded. 2016). The 4 P’s of Marketing Model: The first of the 4 P’s of marketing is product. Sun Country Airlines provides lower cost air travel to vacation destinations and charter flights for Military deployments. (Phelps, D. 2014, April). Military charters are a huge market and profitable business model for Sun Country Airlines, however, when charter flying for the military dropped off as a result in the decline in deployments, Sun Country …show more content…
(Platt, A. 2015, October). Sun Country’s radio ads emphasize, “You go with Minnesotans, you come home with Minnesotans.” It may be a rather provincial marketing tactic, but it’s an acknowledgement that SY’s passenger business rises and falls at MSP. From local radio, television, and sporting events, Sun Country has always been able to lure locals away from the harsh winters of Minnesota to warm and relaxing vacation spots. The entire year’s success is dependent on the months of January through March. The colder it is and the more it snows, the more people want to vacation to warmer
(Purely Branded. 2016). The 4 P’s of Marketing Model: The first of the 4 P’s of marketing is product. Sun Country Airlines provides lower cost air travel to vacation destinations and charter flights for Military deployments. (Phelps, D. 2014, April). Military charters are a huge market and profitable business model for Sun Country Airlines, however, when charter flying for the military dropped off as a result in the decline in deployments, Sun Country …show more content…
(Platt, A. 2015, October). Sun Country’s radio ads emphasize, “You go with Minnesotans, you come home with Minnesotans.” It may be a rather provincial marketing tactic, but it’s an acknowledgement that SY’s passenger business rises and falls at MSP. From local radio, television, and sporting events, Sun Country has always been able to lure locals away from the harsh winters of Minnesota to warm and relaxing vacation spots. The entire year’s success is dependent on the months of January through March. The colder it is and the more it snows, the more people want to vacation to warmer