Smaller airports in Central Washington are slowly adding additional flights, indicating that it was time to start positioning the Tri-Cities Airport as the area's central hub for air travel, with a specific focus on the Yakima Valley. This needed to be done while crafting a fun and engaging message to help cut through all the advertising clutter.
Goal
Create a theme that could be revisited repeatedly, with minor modifications to the message and design, to build further brand recognition for the Tri-Cities Airport.
Strategy
Create a six-week, dual-language campaign including TV, radio, print, digital, and social media advertising featuring our new airplane pilot mascot to accompany the “Don’t Take a Chance” game-play theme. We anticipate repurposing the pilot as the airport’s mascot to go along with new gameboard themes and references in the future.
Outcome
The campaign resulted in a 33% increase in website visitors from the Yakima area compared to the previous weeks. Overall, the website saw the average weekly visitors jump by 80%. The digital strategy also saw over 400k impressions across Facebook, YouTube, and Google, with higher than industry average click-through rates (CTRs), including an impressive 28.97% CTR for Google Search ads.
33% increase in website visitors
