Client:

Pittsburgh International Airport (PIA)

Issue:

While the general concept of a European flight sounds rather easy to convey, doing it in the form of newspaper ads and billboards that drivers see for 1.3 seconds rocketing down the highway is quite a complex task.

This is a big deal for the airport and we only get one chance to help it succeed and foster future growth.

The basic idea has to come across (easy enough) as well as all the gory details that everyone wants to know like fight times, destination airport details and other benefits (not so easy).

Solution:

Over the course of several weeks, we analyzed PIA's and Pittsburgh's opportunities with this international flight path. Business and consumer traffic alike was eager for easier access to a European portal that they could use as a springboard to all their European destinations.

Listed below are the key findings of our research and areas that the PIA team and their consulting firm wanted the marketing campaign to focus on.

• "Nonstop" was the key term for both leisure and business travelers
• Layover elimination directly correlates to saving time and money
• Once a traveler arrived in Paris, all of Europe was open to them
• Campaign should consist of bill boards, print and Web ads (see example flyer), and airport signage