Vancouver International Airport

CONTEXT

As the Vice President, Strategy at Citizen, I had the opportunity to work with the Vancouver International Airport (YVR) on a unique problem.

Our task was to get BC residents to care about something they had absolutely no interest in, nor any awareness of: the type of organization that runs their airport.

Canada’s international airports are run by non-profit, community-based organizations, on land leased to them by the Federal government. For years the system has worked well - airports operating independently and in the interest of their communities, with the government receiving large sums of revenue annually. However the government was considering privatization, a move that would dramatically change the operating structure. This was something YVR wanted to avoid.

Under the current model, YVR was a resounding success. The airport was able to run effectively, contribute hundreds of millions of dollars to local infrastructure projects, introduce environmental protection initiatives and donate millions to local charities. It also has been named the best airport in North America for 10 consecutive years. Impressive to say the least.

Equally impressive is that BC residents actually like YVR. They openly praise it and are proud of what it’s done for the community. They know it’s special...but had never thought about why.

Our strategy was to position YVR as a fellow community member, who shared the same interests and passions as residents. Our campaign used targeted media assets like OOH, print and display advertising to peak interest and drive to a microsite for the full story. We also utilized sponsored content in local publications and YVRs own social channels to amplify the message.

Thanks to our campaign, YVR saw increased awareness of its model and increased affinity. So if privatization does become a real threat, BC residents now understand what they have to lose.

My responsibilities included: primary research design and analysis, secondary research analysis, managing research analysis (internal resources and vendors), workshop design and facilitation, strategy and creative brief development, guiding creative development, selling in ideas, and some client management throughout the process.

LINKS

Campaign Microsite