Developing a winning campaign

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By Christine Cusatis, Centerlines magazine editor

With the June 25 deadline for entries to this year’s Excellence in Marketing and Communications Contest quickly approaching, a past winner spoke Tuesday, June 8, about her airport’s successful campaign.

During the 2010 ACI-NA Marketing and Communications Conference Traci Bednard, Edmonton International Airport’s vice president of communications and passenger experience, said the “We’ll Move You” brand was the product of a five-year strategic plan for redevelopment.

“It’s not about a logo switch, but a long-term process that requires considerable investment,” she said of the campaign, which Edmonton believes led to recent growth at the airport.

Bednard said winning the honorable Peggy G. Hereford Award in both 2008 and 2009 served to justify the ¬†campaign; providing evidence that the airport’s efforts were worthwhile.

Her advice to future applicants? “Have the entry form in front of you as you develop your campaign,” she said.

For more information on Edmonton’s marketing campaigns visit www.flyeia.com. To submit entries online for this year’s Excellence in Marketing and Communications Contest visit http://public.aci-na.org/comm2010/