In a new campaign for Massport, Allen & Gerritsen (A&G) has crafted print, OOH, radio, and social spots that will run through the end of April, highlighting the often-overlooked yet extremely convenient Worcester airport. The campaign timing coincides with the local colleges’ spring breaks – there are 8 nearby colleges – and highlights the unexpected delights you’ll experience at Worcester. $7 daily parking? 5-minute security lines? No bumper-to-bumper traffic getting there? Worcester Airport is the antithesis of a normal airport experience – and A&G brings that to life.
The creative is rooted in “A Welcome Departure from Normal”, and features several characters you wouldn’t expect to see, promoting the experience you wouldn’t expect to have at an airport – like… a bodybuilder knitting a pink toddler sweater? Leaning into the power of surprise in storytelling, the campaign pairs these unexpected characters with an unusually easy airport experience, making the message both memorable and highly shareable.
“While we were shooting, I overheard an actual passenger say ‘I wasn’t expecting to see a mime playing bagpipes at my gate,’ noted Jeff Marois, VP, Creative at A&G. “Which is a pretty good summation of the campaign if you ask me.”
