Upgrade My Airport

DIGITAL CAMPAIGN STRATEGY & EXECUTION / CREATIVE DIRECTION / COPYWRITING / PROJECT MANAGEMENT

CAMPAIGN OVERVIEW

This petition-based advocacy campaign was an engagement with the Airports Council International to educate voters about a proposed increase to the Passenger Facility Charge (PFC). After having conducted a series of market research studies, a digital media strategy was developed to effectively counter a well-funded airline industry opposition. The effort successfully targeted key members of both the Congress and the Senate, educating and activating their constituents to support the PFC in favor of a better air travel experience.

CAMPAIGN METRICS

21.7M+
Ad Impressions

840K+
Video Views

74%
Average Video Completion Rate

912K+
Total Minutes Watched

83
Congressional Landing Pages Deployed

152K+
Clicks to Campaign Website

Run Time: 6 Months

WINNING RESULT

36,348
Petitions Signed

35K+
Direct Actions to Congress

At the start of the campaign, the opposition had positioned the PFC increase as an attack on consumers. But that position was not getting strong support. Data research indicated the most effective strategy was repositioning the fee for overall airport improvements that enhanced the air travel experience – while scrutinizing baggage fees.The campaign flipped consumer sentiment and generated enough direct actions to Congress to successfully influence a PFC increase in the FAA Reauthorization bill.

Petition Packet designed, printed, and delivered to all House and Senate key influencers working on the FAA reauthorization when the campaign reached the 25K petition signature milestone.