You are hired as a marketing intern at Green Airport. It's your first week on the job and your boss just walked into your office announcing the recipients of theAir Service Development Fund (Warwick Beacon)(Links to an external site.)

- a $3.375 million dollar incentive program to promote 16 new routes. The challenge is "airlines open new routes every day but don't always market them effectively"(Routes Online, 2017,(Links to an external site.)

para 2). Your boss has asked you to put your marketing knowledge to the test and develop a budget to assist one of the four airlines with a launch campaign to promote one of their new domestic air travel route. The commercial route will transport both passengers and cargo.

Your budget to promote this launch was $200,000 (which included a 10% contingency for unexpected costs). As you develop the breakdown of estimated expenses, be sure to consider the role of public relations and aviation interest groups in your launch strategy. Thankfully, your superior management skills resulted in actual expenses of $5,000 under budget. Additionally, your boss said the anticipated revenue forecast after six months was $1,000,000. According toIATA(Links to an external site.)

(2018), on average, the cargo business generates 9% of airline revenues,representing more than double the revenues from the first class segment.

Six Months Later

Your boss asked for a summary of the launch event. Document the estimated and actual costs using theBudget Spreadsheet (xlsx)*,and provide rationale for the differences between the estimated and actual expenses. In a two-page business memo, answer the following question:Was the new route launch campaign a success?by referencing components within the budget spreadsheet (include as an attachment).

*Note:the template content (campaign tactics, income sources, and figures) are examples and should be updated during the planning process to align with your campaign strategy.

Was the new route launch campaign a success?by referencing components within the budget spreadsheet (include as an attachment).

[Date] Launching a New Route for an International Airport Event Budget for Aiport/ Airlines Partnerhip : (name of your airlines here) Social Networks Estimated Actual Actual Cost Breakdown Twitter $500.00 $300.00 Facebook Pintrest Other Internet 8% 8% Total $500.00 $300.00 13% 13% Traditional Media Estimated Actual Newspapers $200.00 $500.00 21% 21% Magazines 16% Cable TV Radio Direct Mail Total $200.00 $500.00 Publicity Estimated Actual Social Networks Traditional Media Graphics work $500.00 $800.00 Publicity Photocopying/Printing I Miscellaneous Marketing Postage Total $500.00 $800.00Miscellaneous Marketing Estimated Actual Estimated vs. Actual Telephone $500.00 $600.00 Transportation $800.00 Stationery supplies Fax services $700.00 Total $500.00 $600.00 $600.00 Event Management Estimated Actual $500.00 Food $600.00 $800.00 Drinks $400.00 Supplies $300.00 Staff and gratuities Total $600.00 $800.00 $200.00 Program Estimated $100.00 Actual Performers $300.00 $500.00 $0.00 Speakers Travel Hotel Publicity Social Networks Program Prizes Other Traditional Media Total Event Management $300.00 $500.00 Miscellaneous Marketing Prizes Estimated Actual Free Air Travel Certificates $200.00 $300.00 Other gifts Estimated Actual Total $200.00 $ 300.00 Total Expenses Estimated Actual $2,800.00 $3,800.00Event Budget for Event Name : INCOME Admissions Estimated Actua Income Comparison Estimated Actual 300 100 Adults @ $5.00 $1,500.00 $500.00 200 50 Children @ $2.00 $400.00 $100.00 100 50 Other @ $1.00 $100.00 $50.00 $2,000.00 $650.00 $16,000.00 Ads in program Estimated Actua $14,000.00 Estimated Actual 300 100 $12,000.00 Covers @ $20.00 $6,000.00 $2,000.00 200 50 Half-pages @ $10.00 $2,000.00 $500.00 $10,000.00 100 50 Quarter-pages @ $5.00 $500.00 $250.00 $8,500.00 $2,750.00 $8,000.00 $6,000.00 Exhibitors/vendors Estimated Actua Estimated Actual $4,000.00 100 50 Large booths @ $20.00 2,000. $1,000.00 $2,000.00 100 10 Med. booths @ $50.00 $5,000.00 $500.00 50 2 $0.00 Actual Small booths @ $5.00 $250.00 $10.00 Estimated $7,250.00 $1,510.00 Admissions Ads in program Sale of items Estimated Actual Exhibitors/vendors Sale of items Estimated Actual 400 300 Items @ $20.00 $8,000.00 $6,000.00 300 200 Items @ $15.00 $4,500.00 $3,000.00 200 100 Items @ $10.00 $2,000.00 $1,000.00 LOO 0 Items @ $5.00 $500.00 $0.00 Estimated Actual $15,000.00 $10,000.00 Total Income Estimated Actual $32,750.00 $14,910.00Launching a New Route for an International Airport Event Budget for Event Name : PROFIT /LOSS SUMMARY Estimated Actual Profit vs. Loss Total income $32,750.00 $14,910.00 Total expenses $2,800.00 $3,800.00 $40,000.00 $30,000.00 Total income Total profit (or loss) $20,000.00 $29,950.00 $11, 110.00 $10,000.00 50.00 Estimated Actual