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OPPORTUNITY

To build upon the work done by the Stop the Calgary Habit campaign, the Edmonton International Airport (EIA) needed to continue reducing drive leakage. Although the airport had secured over 50 non-stop destinations, Edmontonians still saw EIA as a regional airport that always had to connect in Calgary. A staggering 750,000 people from the Capital Region had become accustomed to driving three hours south to fly out of Calgary International Airport each year. 

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METHOD

To make travelers aware of the problem, we took an unconventional creative approach and created bold comical illustrated scenarios with clear and simple messages that reminded people why they need to fly EIA every time. We launched the campaign across all channels including print, billboard, newspaper, digital and online. 

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Working with the Air Service Development team, we created a separate B2B campaign targeting the airlines themselves using the same creative messaging.

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RESULTS

The campaign helped EIA secure more new non-stop destinations and achieve unprecedented double-digit passenger growth rates as a result.

Donovan's campaign won over a dozen international airport marketing awards, including Best Airport Marketing in North America at the Airports Council International Awards.