Bus King
On the heels of our multiple-award-winning rebrand of Edmonton International Airport, DONOVAN faced a new challenge: building better awareness of the non-stop destinations available from the airport and how quick and easy these were to get to by flying from your Edmonton International Airport. The challenge was compounded by very aggressive timelines and a modest production budget.
After much thought, we landed on a creative solution that would give us the difference we needed to aid recall, meet out timelines, and provide a platform for future development. The concept was to couple place names with ideas of speed to create unique and memorable combinations. We called this campaign “The Language of Speed”, coupled it with a chance to win a trip for two anywhere EIA flies, and launched it in OOH, radio, online, and in the airport itself. Combinations we went to market with included Hollywoosh (non-stop LA), Halifast (non-stop Halifax), Quickadilly (non-stop London), Texfast (non-stop Houston), Pronto Plata, Mexigo, San Franbrisko, and many others.
Read more »The campaign wasn’t just fun and games, though. We based our verbal gymnastics on a global audit of airports, and how they marketed their direct flights. The campaign netted EIA the highest recall of any of their campaigns to date, 8,600 unique contest entries, 22,000 microsite visits, and 13 North American and International awards for marketing communications excellence.
8,600 unique contest entries (almost triple the previous record)
22,000 visits to campaign microsite
General awareness (unaided recall) of campaign was, destination by destination, between 46% and 83%
12 North American and International awards
