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With Brisbane’s new runway landing in 2020, providing new economic opportunities and new flight paths, Brisbane Airport Corporation (BAC) asked Rowland to develop a community campaign to advocate the benefits of a 24/7 airport and better engage Brisbane residents around the airport’s (BNE) contribution to the city’s prosperity.
We immediately saw an opportunity to capture the hearts and minds of Brisbane residents by elevating the fact we are all connected to our city’s airport in more ways than we imagined. We wanted to bring to life stories that would help create an emotional, versus an economic, connection to the airport – stories that would surprise and delight, and might otherwise go untold. We also strove to identify stories that involved people who lived and worked in those suburbs that would be most impacted by new flight paths.
Because of Rowland’s understanding of the local business landscape and what makes a strong human interest story, we unearthed more than a dozen captivating stories to position BNE as part of the lifeblood of Brisbane and beyond.
In the initial three months of the digital (static and video) and OOH campaign, BNE Stories has achieved almost 222,800 Facebook reach, more than 570,685 video views on Facebook and YouTube and more than 7,340 landing page views. With plenty of engaging creative to choose from – including video content – the campaign has remained fresh and captivating throughout, ensuring cost efficient and effective delivery.