The Project
create awareness for a new flight
When I was a Content Strategist at Sparkloft Media, The Port of Portland (also known as the PDX Airport), in partnership with Delta Air Lines, asked tasked us with finding a creative way to create awareness amongst Portland’s business class about Delta’s new flight from Portland to London. Competing with several other ideas, I pitched a unique 3D art installation that symbolized connecting London to Portland, which would be displayed in Portland's Director Park downtown for 2 weeks. The client loved the idea.
The Results
1 million impressions + client retention
We drove broader awareness for the campaign through a social media photo contest. Promoted by a street team and Instagram ads, passerby were encouraged to take a photo with the mural and post it using #PDXtoLondonContest to be entered to win two tickets on the new flight. The contest generated nearly 500 entries on Instagram and Twitter and gained over 1 million impressions through a combination of user-generated content and a small paid media budget. We reached out to local influencers, many of whom posted photos of the mural without being paid to do so. Delta has continued to commission the agency for these unique regional activations to promote new flights.
My Role
Account management
strategy
content & copywriting
vendor management
permitting
