One of the hardest hit industries during the pandemic was the airline industry. Global passenger numbers dropped 58% in the first half of 2020 compared to the same time period in 2019. Our friends at the Kansas City Aviation Department (KCAD) approached us to develop a strategic creative campaign and media buy to encourage people to travel via plane again. The goal of the campaign was to make people feel comfortable and excited about flying … not an easy task during the middle of the pandemic, but one we were up for.
“When KCAD approached our team to help with this campaign, we were excited,” said Jenny Stasi, public relations director at Trozzolo. “Our full team quickly understood the magnitude of the project and knew it was imperative to get the messaging and visuals just right.”
The Trozzolo team developed a creative approach that integrated the safety protocols being taken at Kansas City International Airport into illustrations of travel destinations in an unexpected way. The destinations in each visual were meant to be nondescript and focus on outdoor travel to subtly promote social distancing. The copy used throughout the campaign is friendly, reassuring and non-pushy. It was important to both us and the client that people feel comfortable to fly when they are ready.
The striking visual campaign is currently live on the airport’s website, and paid media executions on digital radio, social media, out-of-home and more have been ongoing for the past year.
Even as people get vaccinated and the world gradually reopens, it’s important to continue to highlight the steps being taken to keep travelers safe. That’s why you’ll continue to see this campaign even now.
You can learn more about the efforts being taken at Kansas City International Airport and see visuals from the campaign at FlyKCI.com/Ready.