Fly Safe. Fly Ford. - Extra Credit Projects

Gerald R. Ford International Airport Fly Safe, Fly Ford Campaign

With bags packed and tray tables in their upright positions, ECP created a campaign for Gerald R. Ford International Airport as they worked to regain passenger numbers post-pandemic. With tactics filled with safety messaging and conceptual imagery, we delivered our message to a relevant audience through a multimedia integrated campaign in and around West Michigan.

Results

Our 2021 goal was to reach or exceed 70% of travelers from the airport’s record-breaking 2019 year. Our campaign garnered more than 131 million impressions from April through December, and by the end of the year the airport had serviced 2,927,000+ passengers, approximately 12% above our initial goal.

Scope:

Branding, Digital, On-Premises, Out of Home, Print, Radio, Social, TV

Billboard of a medical mask stretched between two palm trees in order to look like a hammock and the line, “Fly safe. Fly Ford.”

Social media post featuring an image of someone holding a spray bottle and a snowboarder “riding” the spray.

Digital ad of the airport terminal with a giant hand scrubbing the roof with the headline, “A safe approach.”

Billboard of someone holding a spray bottle and a snowboarder “riding” the spray, and the headline,”Safe travels.”

Boston Radio (30s)

LaGuardia Radio (30s)

Social media post featuring the headline, “We’ll get you safely to Florida, from there you’re on your own.” and an image of travel tags

Column wrap featuring an image of a mountain being scrubbed by a giant hand with the headline, “Safe travels.”