GRAND RAPIDS, MICH—For the second year, West Michigan viewers saw their local airport among top national brands during the FOX 17 broadcast of Super Bowl LVII.
As the most watched TV program annually, the big game reaches over 100 million people nationally, with nearly one million impressions in the West Michigan area.
After the success and positive reaction to last year’s Super Bowl commercial, Grand Rapids-based advertising agency, Extra Credit Projects (ECP), created a new :30 spot to communicate the convenience and values of the Ford Airport.
“Everyone knows this venue is not just the Super Bowl. It’s also the Super Bowl of advertising, with many watching the game as much—or more—for the ad content as for the game,” said Rob Jackson, Founder and Executive Creative Director of ECP. “With the Airport being West Michigan’s portal to the rest of the country and world, the Super Bowl was part of our strategy to kick off an important year for our client.”
“We didn’t use talking babies, animals, celebrities or floating QR codes to get attention,” Jackson continued. “We used a simple idea of convenience and closeness that many travelers associate with. We also used local talent and production resources in collaboration with Taproot Pictures and Sound Post Studios. Mostly, we used the attentive audience of nearly one-million potential travelers to show the Ford Airport brand in action, and communicate the Airport is Where the Going Gets Good.”
The Airport has seen recent success in reaching pre-pandemic passenger numbers—making 2022 their second-best year to date—and projections look high for 2023 as they celebrate their 60th anniversary.
Beyond their Super Bowl presence, the Airport’s overall marketing campaign efforts have also received national attention. In the last year campaigns have earned numerous awards, including best marketing program for a small hub airport in North America by Airports Council International in 2022, the trade association representing commercial service airports in the United States and Canada.
For more information about Extra Credit Projects, contact firstname.lastname@example.org.