Allen & Gerritsen (A&G) teamed up with Massport to find the Voice of Logan in a new campaign centered around a contest to find the next overhead announcement voice at Logan International Airport. Casting calls were created utilizing paid influencers and local media (radio and broadcast), along with paid social. A live audition event experience was held at the airport, complete with a recording booth custom-designed and built especially for the occasion.
Organic social posts of auditions picked up quickly- including everyday residents, local politicians, and even Boston Bruins players. Boston-centric content creators quickly jumped in, adding their own twists and parodies to the contest and picking up even more traction. Jimmy Fallon joked about it in his opening monologue. Ben Affleck delivered a full, ‘distinctly Boston’ audition on Jimmy Kimmel Live. TODAY, NPR, CNN, USA Today, and NBC News covered the stories, 7MM earned impressions strong at press time.
A&G’s creative, strategy, paid media, PR, social media, creator relations, business leadership, program management as well as the agency’s production arm, Third Space Studios, all came together to bring the Voice of Logan to life. The A&G team partnered with Excalibur Promotions on the experiential buildout and Marden-Kane on sweepstakes design and administration.
