Striking a Cord with Promotional Guitars

Promotional Items

Both Nashville and Nashville International Airport (BNA) are experiencing unprecedented growth rates with no signs of slowing. An estimated 85 people move to Nashville each day, and more and more business are relocating and calling Nashville home each year. And naturally, that leads to more people traveling through BNA each year. In fact, BNA served 12.2 million passengers in its last fiscal year – the first time breaking the 12 million mark in the airport’s history. This influx in travelers brings even greater demand for new nonstop services for both leisure and business travelers.

BNA is currently served by 12 airlines and offers 440 daily flights, with more than 50 nonstop destinations. The Metropolitan Nashville Airport Authority (MNAA), which owns and operates BNA, constantly works to identify new nonstop services that Nashville needs and wants. In the last fiscal year, BNA introduced new and additional nonstop service to Indianapolis, San Francisco, Orlando, Chicago, Philadelphia, Toronto, Denver, Los Angeles, Fort Lauderdale and Tupelo.

To celebrate the new additions, BNA looked toward a unique promotional item that would mark the occasion and serve as a lasting gift for its airline partners. With Music City as its inspiration, BNA designed one-of-a-kind guitars imprinted with the Nashville skyline and each partners’ logo.

Entry Statement

1. Project Goals: 

Design and develop a unique promotional item to present airlines to celebrate the beginning of new nonstop air service at BNA.

2. Production: 

BNA specially crafted guitars to represent Nashville and BNA to gift to airlines during inaugural flight celebrations. Each guitar included the immediately recognizable Nashville skyline along with the airline partner’s logo, the new service and its start date. The guitars were Epiphone PR-150 Acoustic Guitar s. Guitars were presented throughout the year at inaugural events to airline partners including Southwest Airlines, WestJet, JetBlue, United Airlines and Alaska Airlines.

3. Evaluation: 

The commemorative guitars were an instant hit and highly coveted. Each airline commented how they had never received such an amazing gift. Airline executives posed with the guitars for photos and shared with their peers.

4. Budget: 

Each guitar, with production costs, was $250.

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