Need proof that small can be powerful? Look no further than Piedmont Triad International (PTI) Airport. It recently won best overall marketing program – small airports – from the Airports Council International – North America (ACI-NA) awards.
Vela Agency has partnered with PTI for more than 10 years on marketing campaigns that promote loyalty and reinforce brand messaging. We were excited when PTI took the top spot at the 2019 ACI-NA Excellence in Marketing, Communications, and Customer Service Awards.
We all know that PTI is an asset to our region, but it faces the same challenge as many airports its size – how to stop passenger leakage to airports within a one-to-two hour driving radius that have more low-cost and ultra-low-cost carriers. In 2019, we helped PTI take its effective “Fly Easy. Fly from PTI.” advertising campaign outside the airport to show how PTI is committed to making the lives of its passengers, and people living in the Triad, easier.
Through event marketing, out-of-home advertising and traditional print ads, PTI found new ways to refresh and extend its messaging to demonstrate its commitment.
PTI worked with these teams and venues to provide special experiences for their loyal and passionate fans:
- Winston-Salem Dash: PTI wrapped a box office at BB&T Field with the airport’s branding and provided an express entrance for people who brought a PTI boarding pass to the game. In addition, PTI sponsored after-game fireworks and gave away $250 vouchers for flights from the airport.
- Winston-Salem Thunderbirds: PTI branded a VIP-entrance at the venue for people who pre-purchased Thunderbirds tickets. Those fans could skip the always-crowded general admissions entrance by showing a PTI boarding pass. Inside the VIP entry, fans could pose for a selfie at a mural featuring the Thunderbirds’ mascots and PTI branding.
- High Point Rockers: PTI worked with the Rockers in the team’s inaugural year to sponsor its “will call” boxes. PTI also sponsored multiple directional signage, with an airplane pointing the way, to make it easy for people to navigate the brand-new stadium.
- Greensboro Coliseum: PTI sponsored the arena’s guest services area and digital ads within the venues “bowls” that featured quotes from PTI travelers about how easy it is to fly from PTI.
Print Ad Campaign
PTI placed a series of print advertisements in a statewide magazine and a lifestyle magazine focused on Greensboro. In an update to the “Fly Easy” campaign, the ads were designed with clever visuals and wording to reinforce the message that PTI makes life easier for Triad travelers.
All elements of the campaigns visually reinforced PTI’s “Fly Easy” message. Plus, extending a tried-and-true branding campaign helped PTI avoid the expense and potential loss-of-awareness that could result from the adoption of an entirely new advertising campaign.
You can read more about the award on PTI’s website: https://flyfrompti.com/aci-award-overall-marketing-program/.
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