El Paso International Airport
Challenge
In today’s fast paced world, who doesn’t love a chance to escape for a little rest and relaxation? A non-stop flight for an impromptu or planned-in-advance vacation is the perfect opportunity to make it happen, and our client, El Paso International Airport (EPIA), has been busy stacking up new options over the past several years. So when, their marketing team wanted to be sure that potential passengers across the region were aware of their offerings, they reached out to CultureSpan Marketing to get the project off the ground.
Solution
The Approach Airport marketing is generally relegated to in-terminal advertising, so we knew we had a unique opportunity with this campaign. To begin, we worked to develop a creative theme that would capture the excitement of a vacation travel day, and finally landed on “LIVE NONSTOP”. This theme not only presented a value proposition but also a call to action. Their initial request consisted of a television commercial to help spread the news. We agreed this would work, but knew we could help take it to the next level. As an agency with its own in-house production studio, we’ve worked on plenty of audio/video projects and this experience has helped us identify value-oriented opportunities for our clients. So instead of developing one commercial, we suggested a video package that would allow them to promote their non-stop flights across a variety of media vehicles and online platforms. Our final assets included a :30 second TV spot, a :15 second online pre-roll video and several :10 social media videos that featured each of EPIA’s non-stop destinations. Speaking of social media, it’s pretty well-known that most people scroll through their favorite platforms with the audio off. In fact, approximately 85% of Facebook videos are viewed without sound. To maximize eyes on our :10 videos, we created animated airport codes that featured popular tourist attractions in each of the non-stop destinations. The result was scroll stopping! For longer format videos, we worked to recreate the thrill of vacation day and featured on-screen talent as they excitedly made their way to their flights, showcasing El Paso’s airport throughout. We even featured a cameo from Red T. Hawk, the mascot we developed for EPIA.
Results
Our client was more than pleased with the results and we are looking forward to seeing our videos featured on TV, online and in social media feeds across the region.
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