Dulles Airport
Changing perception to impact preference
role: acd/ copywriter
THE CHALLENGE
Dulles was seen an “inconvenient.”
Most major cities have only one airport that’s pretty far out of town. For travelers in DC, there are three options including Baltimore (BWI) with the cheap fares on discount airlines, and Reagan National (DCA) which is inside the beltway and minutes from downtown, metro accessible, and small enough to get to your gate in minutes. Dulles had a lot of work to do to convince travelers that it’s not quite as far, big, or time-consuming as it seemed.
THE SOLUTION
Three little letters
When travelers type a three-letter airport code into a search form, they’re making a decision about where to begin their trip. So, we gave these three little letters (I-A-D) a big spotlight and filled them with meaning about the type of journey they would have when they chose I-A-D. The goal: next time they booked travel, it will be a no-brainer about which three letters to begin with.
Pre-roll & Social Video
Paid Social
Radio
How many things can I-A-D stand for? Listen to find out.
Bus Sides
Arena
RESULTS
30% lift in brand sentiment
The campaign delivered over 200 million impressions in 2018 and contributed to a 5% enplanement growth at IAD, the highest increase since 2007. We also conducted a benchmark survey to understand if perceptions changed based on campaign efforts, which showed a 30% increase in agreement with key messaging points.
