Television Advertising: 1st Place

How to Fly-Easy

This 30-second television commercial was produced and aired with a goal to highlight the new look and of Baton Rouge Metropolitan Airport after their recent renovations. Rather than simply talk about the renovations, we wanted to focus on the experience of the traveler overall while featuring the visuals of the new rotunda. The new airport interior is brighter, more “people friendly,” and our spot highlights the ease and convenience of travel from BTR. Business and leisure travelers alike were targeted. They tend to be 50/50 male to female, usually age 20 to 65, and have a household income of about $75,000 and up. Our goal was simple: make them smile. Our overall campaign message is “Fly Easy,” and we believe showing that is better than just telling it.

Project Goals: 

The “How to Fly-Easy” television commercial was created to communicate the construction updates made to the Baton Rouge Metropolitan Airport which provide passengers a more comfortable and efficient airport experience. The overall convenience and ease of the Baton Rouge Metropolitan airport was communicated by using the concept of flight: Weight, Thrust, Drag, and Lift. "Airport experience" versions of those concepts showed how BTR is a "fly easy" airport option. Our goal was simple: make them smile. Our overall campaign message is “Fly Easy,” and we believe showing that is better than just telling it.

Airport renovations were made based on significant survey results from passengers showing the needs for improved flow and convenience for both ticketed passengers and the non-ticketed public. We expect by communicating these renovations through our campaign to increase our customer survey scores and our ticket sales.

Production: 

The Day Group Advertising Agency produced the spot. They enlisted Elbow/Room Creative for collaboration on the script, shooting, and editing.

Evaluation: 

“How to Fly-Easy” is new creative for BTR and initial evaluation supports the effectiveness of the spot in communicating our recent renovations and the benefits to our travelers. Social media and customer responses have been favorable, and enplanements have increased slightly during the time period the ads have run (despite only a modest increase in BTR seating capacity and 80% plus load factors).

Budget: 

Total cost for producing the :30 TV commercial was $20,000. The spot was produced by our advertising agency, The Day Group, in association with ElbowRoom Creative.

This spot was launched during the February 2014 Olympics on the local NBC affiliate in the Baton Rouge TV market and the placement cost of the campaign was $15,000. The spot will continue to air throughout the summer season.