+ Republic Airways

Republic Airways is one of the largest regional airlines in North America. Republic operates 900 daily flights to over 80 cities in the U.S. and Canada for their major airline partners American Airlines, Delta Air Lines and United Airlines.

The aviation industry as a whole is facing a shortage in Pilots. To counter this, Republic partnered with MKR to stand out in the aviation landscape to meet their hiring goals.

Solution

MKR conducted research to gain valuable insights on the aviation industry and Pilots specifically.

We discovered that competitive salary, benefits, and work schedule are all of major importance to Pilots. However, the emotional benefits offered by employers also stand out. Time away from their families, feeling stuck in their career, or not having the flexibility to properly balance their work life with their personal life are all challenges that we heard firsthand from those in the industry.

MKR discovered that Republic Airways offers their employees an unprecedented level of unexpected support.

As a result, we developed a media plan and campaign creative to appeal to these emotional challenges and capitalize on the stories that tell how Republic Airways values the personal and professional lives of their Pilots and other Associates.

The campaign debuted across various media tactics including CTV, paid social, paid search, airport advertising and more.

Outcome

The Welcome Aboard campaign has aided in the recruitment of First Officers and Captains. Notably, Republic Airways is receiving a surplus of First Officer applications.

121k%

69%

84%

Web Referrals

Increased Reach

Increased YOY Click Rate

+ Video

+ OOH

+ Social

+ Print