Case Study: Coordinating Apparel Helps Airport Website Take Flight


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Case Study: Coordinating Apparel Helps Airport Website Take Flight
By: Audrey Sellers, Associate Editor
Issue: 2010jan

Objective: The Lambert-St. Louis airport wanted to drive traffic to its new website—FlySTL.com—and create a branding campaign around the site as well as the airport code and city of St. Louis.

Strategy And Execution: With no media splash to announce the new website, the campaign’s success depended on promotional products, which needed to be seen throughout the airport and airline system. Pins and buttons were out due to metal detectors and limited wear time. Instead, the airport opted for bright red garments and accessories—the same shade as the St. Louis Cardinals baseball team. The pieces were customized with the FlySTL.com logo in blue and yellow, creating a dramatic contrast to draw attention. Branded luggage tags were also incorporated into the campaign, reminding travelers to visit FlySTL.com for flight and traveling information.

Result: The coordinating apparel helped boost website visitors, leading to a 200-percent increase in page views in the first six weeks.

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