PLATTSBURGH -- Myrtle Beach Direct Air & Tours will offer three non-stop flights a week between Myrtle Beach and Plattsburgh starting March 15.

Myrtle Beach Direct President and Managing Partner Ed Warneck said Myrtle Beach Direct realized Plattsburgh International Airport could mimic the success the company has seen with its service from Niagara Falls and Pittsburgh.

"Since we opened at Niagara Falls, we can't add planes fast enough," he said.

Two of the flights will continue to St. Petersburg/Clearwater after a short stop in Myrtle Beach.

FAST FLIGHT

He said travelers will reach Myrtle Beach in two hours and Florida in three hours.

"I know you're going to fall in love with our service," Warneck said. "We're going to wine and dine the folks up here."

Myrtle Beach Direct operates Boeing 737-400 twin-engine aircraft with 12 first-class and 138 coach-class seats. Warneck said 10 percent of seats on each flight will be priced at $99 one way, with prices rising after those seats are filled. There is a $50 charge to upgrade to first class, which includes free cocktails for the duration of the flight. Warneck said the average one-way fare is $139 to $149, the top fare is $169, and there are no blackout periods.

Myrtle Beach Direct Chief Financial Officer Bob Keilman said the company works closely with Myrtle Beach Golf Holiday, an association of 78 courses, 89 package providers and five golf schools.

"They tag this area as a hotbed for golf and family vacations."

Keilman said Myrtle Beach Golf Holiday already does a lot of advertising in the Montreal market.

"Once someone decides to go to Myrtle Beach, we're the best way to get there."

DRAWING PEOPLE HERE

Warneck said there is an opportunity for reverse marketing of the Lake Champlain and Adirondack regions.