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.
We needed 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.
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.
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.