Marketing Campaigns: 3rd Place

Christmas at EIA

Edmonton International Airport

Airport Entry Form

The Christmas at EIA campaign was created to show off the new EIA expansion to Edmonton and region. Many passengers only travel once or twice a year and won’t have seen the newly expanded terminal, which includes 25 restaurants and 36 stylish shops and services. In total, there are now 61 restaurants, shops and services for passengers to enjoy (not to mention all the new art and comfy seating, beautiful architecture and nine new aircraft gates). The campaign was a way to unveil all the new ammenities for passengers that will not have seen the newly expanded airport.

The Christmas at EIA campaign included:

Santa’s Storyland in the airport
Free gift wrapping (post-security)
Christmas art classes for children
In terminal entertainment (school choirs, musicians, wandering Christmas characters, etc.)
Onsite giveaways to random passengers
Employee draw to encourage employees to use the shops and services at EIA

Project Goals: 

• Leverage the holiday peak season to familiarize seasonal passengers with the new and improved airport.
• Build on EIA’s reputation in the community
• Fill the airport with the holiday spirit

Production: 

An external ad agency was hired to do the initial campaign graphics and created the copy for radio, movie theatre, newspaper, big box, skyscraper and leader board online ads. On-site and online tactics were built in-house.

Evaluation: 

We received positive coverage by local print (3 stories) and electronic (6 segments) media, including one article by a prominent business writer for the Edmonton Journal. In social media, the number of people “talking about” us increased by 18 per cent during the first week of the campaign and by 23 per cent during the second week. Our overall reach on Facebook increased by almost 33 per cent during the first week and 16 per cent the second week. The total number of Likes of the EIA page increases by 177 during the two-week campaign period.

Budget: 

Agency, advertising, printing and collateral material costs totaled $144,450.

Entry Files:

application/vnd.ms-powerpoint icon EIA Christmas Campaign 2012.ppt