Set background for this section here:


The Challenge

The Chattanooga Airport was about to announce an exciting and significant change in commercial passenger service. The Airport had just partnered with United Airlines and they were about to introduce non-stop flights to New York and Chicago. We had two weeks to come up with an idea, a campaign and get all the promotional elements, including outdoor, print, radio, airport signage, microsite, social and digital advertising produced and running. 

chaApproach


Our Approach

Find an idea that captured both the emotional and practical benefits of this new service. The key was a tagline, symbol or both that defined the essence of “non-stop.” Finally, it had to easily translate across all media and be a universal message our audience would find likable and memorable. 


Set background for this section here:

Brand Identity

The logo and tagline became that universal symbol and message. A playful blue heart representing the joy of non-stop service was cleverly placed between the words, “I “ and “Non Stop.”  Or put another way, “I Love Non-Stop.” This was the anchor for the campaign and the brand identity package and creative materials supported and cultivated the theme.


Set background for this section here:

Promotional

In addition to all the creative, we produced tote bags, stickers, mini posters, and colorful luggage tags, which were handed out at the annual Chamber of Commerce event and the airport ribbon cutting that took place at the departure gate. Recipients were encouraged to use them on a daily basis or when they traveled. Any additional bags and goodies were handed out at the airport.


Set background for this section here:

Website

We produced a microsite, which became an important part of our digital efforts. Its URL carried our tagline, iheartnonstop.com. The site also created another opportunity to reach our audience with essential flight and airport information, as well as entertaining and helpful facts about both cities.

Set background for this section here:

Digital Campaign

We launched an aggressive digital campaign with a variety of banners and messages. Our prospecting display and prospecting PPC campaigns pushed potential customers to the microsite, iheartnonstop.com. Those that landed on the site learned more about the United non-stops from Chattanooga. Customers could also link to the United Website to book a flight by clicking on any “Book A Flight” button. Those who did not click were retargeted and pulled back to the microsite. All actions were tracked by analytics.


f1ea00_yellow

Results

The campaign has just begun running but initial reactions and feedback from those who have seen it are very positive. We also had a large and enthusiastic crowd attend the ribbon cutting ceremony at the Airport. The new non-stop flights to the “Windy City” and the “Big Apple” will open doors for both business travelers and those traveling for pleasure. As we look to the future, we are certain this new service will have a big impact on Chattanooga’s growth and economy.

Set background for this section here:

Set background for this section here:

Set background for this section here:

Set background for this section here:

Set background for this section here: