Salt Lake City International Airport

Over the past five years, Love Communications has worked with the Salt Lake City International Airport to execute and market the launch of Phase 1 of The New SLC Airport in the fall of 2020. Efforts included website and mobile app design and development, traveler research to gauge awareness, a new branding initiative, and events such as town hall meetings and the Airport’s Virtual Grand Opening. Love Communications was contracted for the build-up, launch, and transition to the new Airport which included awareness messaging, media, and the development of our campaign, “Say Hello to the New SLC.”

Preparing for takeoff

Educating the public about the new Salt Lake City International Airport became a central theme of nearly every communications effort. Love worked with airport staff to develop videos, kiosks, tradeshow materials and traveler brochures to enhance awareness efforts. The challenges of opening a new airport during a global pandemic required the Love team to think creatively and strategically to strike the right tone, deliver the clearest information possible, and quickly adapt events and marketing efforts.

Working under all of those changing – and challenging – circumstances, Love developed a highly effective campaign from concept to launch that established the new Salt Lake City International Airport brand and educated the public (both locally and travelers from around the world) on what to expect when visiting Salt Lake City. Deliverables included:

  • Virtual Event Grand Opening (due to COVID-19)
  • 100 Year Anniversary History Book
  • Airport Virtual Tour Promotion
  • Mobile App Design & Development
  • Airport Website & Sustainability Dashboard
  • The New SLC Identity
  • Commemorative collectible coin
  • Eblasts & Newsletters
  • RS&H Engineering Town Hall Meetings
  • Fly Healthy Video
  • Grand Opening Media – TV Commercials, Transit Signage, Radio, Pre-roll, Display ads
  • Tradeshow Booth Display & Kiosks
  • Traveler Brochures
  • Traveler Research
  • Post-Opening Messaging and Signage

A brand new experience

The build-up, launch, and opening of the new airport has been a great success. The new airport is a source of pride throughout Utah, generating much in the way of media attention and public interest. While the COVID-19 pandemic required a rapid pivot in marketing and launch efforts, the virtual Grand Opening event garnered over 6,000 views both nationally and around the world. The $4.1B project will be built in two phases, creating 24k new jobs and $1B in wages generated during the construction period.