Hagerstown Airport Unveils Bold Rebranding and Marketing Strategy to Expand Its Horizons

Cover image: Proposed new logo for Hagerstown-Washington Regional Airport

Hagerstown, MD News (7/21/2023) In a move that promises to elevate its status and reach new heights, Hagerstown Airport (HGR) is set to present a revolutionary rebranding and marketing strategy during the upcoming County Commissioner meeting on July 25, 2023. This proposal aims to redefine the airport’s identity and service reach, positioning it as a vital regional hub with the potential to attract a larger base of airline travelers.

For years, Hagerstown Airport operated under the Essential Air Service (EAS) community category, leading to perceptions of being rural, remote, and commercially nonviable. However, recent developments have shown that HGR can support year-round and seasonal airline services, making it an attractive option for ultra-low-cost carriers (ULCCs). With this newfound capability, the airport seeks to break free from its previous image constraints and present itself as a dynamic and appealing option for travelers.

The proposed rebranding strategy includes a change in the airport’s name, logo, and tagline. The airport will be rechristened as the “Hagerstown-Washington Regional Airport,” signaling both its location under the jurisdiction of Washington County government and its association with the broader Washington, DC metropolitan region.

The decision to avoid mentioning “County” in the new name stems from the previous challenges faced when HGR was known as the “Washington County Regional Airport.” This led to confusion due to multiple Washington County airports across the country. Instead, the focus will be on targeting passengers from Frederick and Montgomery County, Maryland, and Loudoun County, Virginia—counties within the Washington, DC Metropolitan Statistical Area.

Extensive research and collaboration between HGR, the Public Relations, and Marketing Department of Washington County have resulted in a fresh, modern logo and slogan: “Hagerstown – Washington Regional Airport: TRAVEL ELEVATED.” This new slogan symbolizes the seamless travel experience at HGR and aligns with the recent terminal and bridge renovations.

The airport’s marketing efforts will also be reinforced through updated signage, a revamped website (flyHGR.com), and engaging content on social media platforms. Additionally, new photos and videos will be created to showcase the airport’s facilities and services.

Moreover, Hagerstown Airport’s business planning strategies include exploring opportunities for hangar development, non-aviation property development, maximizing land lease options, on-demand air cargo services, paid parking, and passenger facility charges (PFCs). These initiatives aim to support economic development and offset operational costs, making the airport a sustainable and thriving entity.

The proposed rebranding and marketing strategy signify an exciting new chapter for Hagerstown Airport. By embracing its larger regional identity and unique offerings, HGR is set to soar beyond its previous limitations and become a compelling choice for travelers from a broader area. The presentation during the County Commissioner meeting is anticipated to receive widespread support, signaling the potential for Hagerstown-Washington Regional Airport to cement its position as a key player in the DC-area aviation landscape.

Article by multiple RFHC contributors.