SALT LAKE CITY INTERNATIONAL AIRPORT | REBRAND
Say Hello to
The New SLC
100 YEAR EVOLUTION
From 1920-2020.
It’s not every day that a new airport needs an introduction. Salt Lake International’s Day came on their 100th anniversary and right in the middle of a worldwide pandemic. How could the airport showcase their new facilities at a time when much of the world was shut down, many flights had been grounded, and people were cautious of stepping outside their homes, let alone onto a plane.
Educating the public about The New Salt Lake City International Airport became a central theme of nearly every communication effort to increase understanding and build confidence in safe travel. Love worked with airport management to develop videos, kiosks, trade show materials, and traveler brochures to enhance awareness efforts.
Throughout it all, we were challenged to think creatively and strategically to strike the right tone, deliver the clearest information possible, and quickly adapt events and marketing efforts.
#1 GOAL
Public education.
Before we could update the website and create a new mobile app, we had to assess traveler research to gauge their awareness, emotions, and needs.
We knew that the project would also include a new branding initiative, a grand opening that would have to be virtual, and a campaign to build excitement.
We just weren’t sure how to pull it all off with the restraints the pandemic placed on us.
14 UNIQUE TACTICS
Were initiated as part of the campaign.
6,000 VIEWERS
Participated in our virtual grand opening.
To help organize our efforts, we divided 4 unique campaign tactics into strategic categories—Experience, Emotion, Education, Engagement. There was overlap, of course, but these four categories served to ground and align us as we tackled the project.
Experience—most would need to be virtual. We held a virtual grand opening which garnered more than 6,000 viewers – giving so many the opportunity to be a part this grand unveiling from anywhere in the world.
Emotion—nostalgia and a longing for connection. We helped craft a 100-year anniversary book celebrating the airport’s history and the shared experiences found within it. We also created a collectible coin to commemorate the event.
Education—people fear what they don’t understand, so with pandemic anxiety already at record levels, education was paramount. We produced a “Fly Healthy Promise” video, created brochures, booth displays, and more to empower our audience with information.
Engagement—getting people involved early and often. Our mobile app design and development engaged travelers looking for assurances, news, and a seamless experience. Similarly, the site design was updated for easy interactions, enhancing every traveler’s sense of safety and security. Finally, internal signage was thoughtfully crafted to help people navigate the new airport easily, follow travel safety rules, and enjoy a positive travel experience.
Finally, we brought each of our four areas of focus together into an omni-channel advertising campaign including tv commercials, transit signage, radio, pre-roll, display ads, and more.
The success of such a large and prominent endeavor has resulted in an ongoing relationship with the airport. We continue to support them to this day, across all facets of their marketing needs.
