Preserved among the January 20, 2015 Okaloosa County Board of County Commissioners meeting materials (IQM2 meeting 1247). The date shown is the verified meeting context, not an independently established creation date for every attachment. The download catalog used December 2, 2014; the meeting date was corrected using the agenda/minutes heading and matching source filename.
Original publication
VPS Re-Branding
Date
January 20, 2015
Publisher
Okaloosa County Board of County Commissioners
Where to find it
61
Reference collection
Okaloosa County Board of County Commissioners (IQM2 public portal)
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VPS Re-Branding — extracted reading text
Machine-extracted OCR text · Review label: Known limitations
Okaloosa County Airport
Naming Research
Presentation
January 2015
Background
Okaloosa County Airports asked:
What is optimal name for the airport
currently named Northwest Florida
Regional Airport?
MDRG provided voice of consumer:
1. 2. 3.
Qualitative Quantitative Supplemental
Survey Survey Survey
2
1. Qualitative Interviews
Qualitative research used to explore:
How travelers select an airport
Ways that airport enhances travel
experience
Expectations for airport experience –
comfort, amenities, convenience
Reactions to use of specific words in a name
Four names emerged as being promising for
further testing in the quantitative research:
Destin International Airport
Northwest Florida Regional Airport
Ft Walton Beach Airport
The Emerald Coast Airport
3
2. Quantitative Survey
• Online survey
• December 2013 with 422 target consumers:
Travel decision makers
Likely to visit Northwest Florida
At least 25 years old
Live in one of target markets:
Chicago Louisville
Cincinnati Memphis
Dallas St. Louis
Houston Tampa
Little Rock Washington, D.C.
4
Quantitative Survey Results
Northwest Ft The
Destin
Florida Walton Emerald
International
Regional Beach Coast
Airport
Airport Airport Airport
Prefer to
37% 32% 21% 10%
Fly into
Reason “Regional”
“Location”
“Most” “International” “Access” “Location”
“Emerald”
Appealing “Location”
Best
Geographic
37% 35% 19% 9%
Location
for Trip
Staffed for
Quick,
41% 36% 14% 9%
Efficient
Travel
Clean/
Modern 42% 28% 11% 18%
Look
5 5
3. Supplemental Research
1. Which word should be • Re-contact all 422
used: respondents from the
International original research
Regional
• A total of 251 or 59%
responded to the
2. Which geographic supplemental research
reference should be used: questions
A City (“Destin”)
The Region (“Northwest • February 2014
Florida”)
3. Which city name(s) should
be used:
Destin
Destin-Ft Walton Beach
6 6
“International” vs. “Regional”
Destin International Destin Regional
Airport Airport
21
33 36 41
51 54
79
67 64 59
49 46
Clean, Staffed for Prefer Best Easy Easy to
Modern Quick and to Fly Geographic Access Navigate
Look Efficient Into Location for (In and Out
Travel Trip Quickly)
7 7
“Destin” vs. “Northwest Florida”
Destin International Destin Regional
Airport Airport
49 44 42
58 57
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Citation & reuse
Okaloosa County Board of County Commissioners. “Okaloosa County BOCC — January 20, 2015 — VPS Re-Branding.” January 20, 2015. VPS Re-Branding. Crypt of Echoes evidence ID LED-2026-078384361eaf44c7bad6071fd3ffee3a. http://127.0.0.1:58097/evidence/LED-2026-078384361eaf44c7bad6071fd3ffee3a. Accessed [date].
Catalogue citation: Okaloosa County Board of County Commissioners, VPS Re-Branding, meeting materials for January 20, 2015. https://okaloosacountyfl.iqm2.com/Citizens/FileOpen.aspx?Type=4&ID=7322&MeetingID=1247
Preserved county public-record source. Third-party attachments may retain their original rights.
