PWM

INTEGRATED CAMPAIGN

Maine's home airport

With eight airlines and nonstops to over 20 cities and connections worldwide, Portland Jetport has won ACI’s best airport in North America serving 2 to 5 million passengers five years in a row. But when the pandemic changed people’s travel habits, they needed their brand to evolve to meet the needs of their travelers, employees, and stakeholders.

Sometimes it pays to think small. With the Jetport’s expanding airlines and routes, smaller crowds, shorter lines and commitment to excellent service we could de-position the competition by turning their perceived strengths into weaknesses.

Build a sense of community around the airport. By establishing itself as Maine’s Home Airport, the Jetport underscored the benefit of traveling and returning at an airport close to home, and reassured travelers that their experience would be safe, simple, and community-driven. We created a beautiful brand video that showcased the entire Jetport family, and spread the word across Southern Maine, along, supported by paid search, display, and social.

Photography by Nick LaVecchia

Results

To reach consumers at every part of the funnel, we employed a blend of high-performing display and paid search. The work crushed industry benchmarks on the way to more than 650,000 impressions. 

After an understandable dip in 2020, The Portland Jetport’s traffic rebounded to 1.7 million. And 2022 traffic is up 44% from 2021 levels so far.