Dane County Regional Airport launched Wednesday a new advertising campaign to highlight expanded routes and the easy use of its new services.

Set to launch in February, �All About the Journey� will highlight the benefits of traveling in and out of Madison.

�It�s a competitive environment, and people have the option to go to other airports, so we just want to make sure people know what is available locally,� said Sharyn Wisniewski, advertising associate at the airport.

While aimed at business travelers, the campaign also seeks to lure students to the Dane County Airport for their traveling needs, particularly for their spring break plans.

Brainchild of Glowac Harris marketing service firm, the $70,000 campaign promotes a number of the airport�s benefits since the completion of an expansion project in 2006.� The project, which doubled the size of the airport, has increased its itinerary to 110 inbound and outbound flights per day and now includes direct flights to 15 locations.

Wisniewski said taxpayers would not feel a burden because the campaign is funded entirely by airport revenues.

�We also know that traveling can be stressful, so we want people to know that our airport is easy to use, and [traveling] can be made less stressful in its more intimate setting,� Wisniewski said.

Wisniewski said Dane County Airport has been �looking to advertise for a while but wanted to make sure [campaign organizers] understood well what appeals to the public and what motivates them.�

STA Travel, a popular student travel organization, advertises through Facebook, student newspapers and other student-targeted venues to inform travelers about cheap flights out of Madison.

�There is certainly still a demand for last-minute spring break options and those looking to get away for the holiday,� said Amanda Webb, corporate communications coordinator of STA Travel.

While DCRA competes for business with larger surrounding airports such as Milwaukee and O�Hare, STA said the campaign would build their reputation as a fierce competitor.

Air travel can be obnoxious these days, Wisniewski said.

�We want to let people know that the airport is easy to use and a less stressful atmosphere,� she added.