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From "Above. Beyond." to America's Fastest-Growing Airport Brand. What 5 Years at MFE Actually Built
Every time you drive past McAllen International Airport and see "Above. Beyond." on a banner, that's five years of work behind two words. Pollux Castor has been the agency of record for MFE since 2021 — not for one campaign, but for the whole brand: every route launch, every new amenity, every partnership, every press event, year after year.
That kind of long-term relationship only survives if it keeps producing results. And here at Pollux Castor, that's exactly what we do.
What Five Years Builds
Over that stretch, MFE hit 1.2 million record enplanements and grew to hold 49% market share in the region — while the airport's growth translated into a $1.2 billion economic impact for the Rio Grande Valley. Along the way, Pollux Castor negotiated tons of free advertising for the airport across multiple fiscal years, and helped bring 12+ new nonstop routes to the market, each with its own dedicated campaign and press launch.
Building a Brand People Actually Notice
The airport's "Above. Beyond." identity isn't static — it gets reimagined every year, and it's shown up in campaigns like A to B ("Adventure, Business, or a Bit of Both at MFE") and Beyond Easy ("MFE Makes Travel Beyond Easy"). Those aren't just taglines; they're full productions — TV spots, radio, social, and video — built to make a regional airport feel like a destination brand.
That same brand also became the face of two major sports partnerships: the South Texas Airport of the Dallas Cowboysand the Official Airport of the UTRGV Vaqueros — putting MFE in front of fans who'd otherwise never think about an airport brand at all.
Showing Up Everywhere Travelers Already Are
Beyond the airport walls, MFE's brand became part of the community's biggest moments — from a Skybox at the McAllen Holiday Parade to activations at MXLAN, Fiesta de Palmas, the McAllen Marathon, and more than 20 annual events total. In 2025 alone, that work helped the agency bring home 20 American Advertising Federation awards — more than every competing agency in the region combined.
Why It Matters Beyond the Airport
An airport brand lives or dies on trust — travelers, carriers, and a city all watching to see if the growth is real. Five years of measurable results say it is. And the same discipline that grows a regional airport into a 49%-market-share leader is what a local business needs too: a brand that's consistent, a strategy that adjusts with the market, and a team that's still showing up for the account years later, not just for the pitch.
Big airport or small business, it's the same principle: build something worth noticing, then keep showing up until everyone has.
