In the series Inside the Campaign, the 4A’s features creative work from its member agencies. Here, HMH takes you inside its campaign for Palmetto Bluff.
Campaign: “Savannah Airport Takeover”
Agency: HMH (Portland, Oregon, and Charlotte, N.C.)
Client: Palmetto Bluff
Some getaways begin at the airport.
No matter how great the trip, most travelers arrive at their destination in an upright and locked position. The antivenin: a glimpse into the incomparable escape offered only at Palmetto Bluff, a 20,000-acre resort in the South Carolina Lowcountry surrounded by rivers and salt marshes.
Nearly 2 million people fly into the Savannah/Hilton Head International Airport each year. To entice these travelers to take a day or weeklong detour to Palmetto Bluff, the agency offered a preview of all of its Lowcountry goodness.
The airport takeover had a strong focus in the baggage claim area with backlit brand awareness signs, baggage carousel vinyls supporting the ads and digital boards promoting upcoming events. The campaign also connected with the audience through additional ads throughout the concourse and via a table-top display designed to charge appetites right along with phones and tablets.
And it worked. The ads generated click-throughs to a vanity URL, calls via trackable numbers and glowing social media posts, not to mention Best of Show accolades at the local and regional American Advertising Federation awards and a Silver National Addy.
Creative Directors: Shawn Kelley, Teddy Shipley
Art Directors: Shawn Kelley, Teddy Shipley
Copywriters: Kathy Valenti, Shawn Kelley, Teddy Shipley
Photographer: Keith Lanpher
Media Planner/Buyer: Jenn Hausman
Account Executives: Kevin Prenoveau, Donna Forbes
Project Manager: Lauren Blumenshine