When the time came for the Greenville-Spartanburg International Airport to get a facelift, they embarked on a 4-year, $125 million terminal improvement program called WINGSPAN.
This program is the second and most substantial wave of renovations in the airport’s history and GSP wanted to keep passengers, the public and the media informed at all stages of the process.
Our award-winning work helped turn a boring construction project into something that people would talk about for years to come. The buzz was created through various creative projects, including pieces for the Grand Opening and ”buzzworthy” pieces leading up to the unveiling of #mynewGSP.
Using the circular shape of baggage claim for inspiration, we created a series of advertisements that highlighted the new vendors and restaurants coming to the airport. Each advertisement featured bold, similarly proportioned circular objects in the same placement to create recognition across the campaign.
Playful elements included boarding passes that doubled as name tags and signage reflecting typical, but elevated, boarding signage. Each guest felt as though they were a valued passenger on their way to see new terminal.
Press invitations were playful and exciting, each a small suitcase overflowing with a sweet treat. Custom gifts for every guest were crafted from leftover building materials.
ROLES:
Art Direction & Design
Campaign Concept Development, Design of Overall Look and Feel, Copywriting with Copywriter