We recently wrapped up an airport campaign for Rochester International Airport that focused on unique messaging for RST’s unique audiences.
Check out the behind-the-scenes of creating this campaign, which spanned YouTube, Facebook, Instagram, and television.
The Campaign Kickoff.
Our objective was clear from the start: to produce a series of ads and user-generated content (UGC) videos tailored around unique messaging and specific, targeted audiences. This involved an array of formats to ensure visibility across different platforms and a deep understanding of audience engagement strategies.
The Challenge.
One of the major challenges we faced was the tight schedule—everything had to be captured in just one shoot day. And that day was packed to get enough footage to make our two main ads and five UGC videos. Despite these constraints, our team of four crew members and several actors made the most of the early morning hours at the airport, coordinating closely with TSA for smooth operations.
We brought in a powerful spotlight to highlight key areas within the airport. While one of our crew did that, another used a phone or smaller camera to capture vertical UGC content so we didn’t miss any action.
Captivating UGC Content.
The UGC videos were designed to grab attention right from the first few seconds. We used hooks—such as engaging text or graphics—to draw viewers in. Maintaining a fast pace was really important to keep the audience engaged and watching longer while delivering our messages in a clear, concise way.
In some videos, we introduced a timer to show just how time-efficient it is to fly through RST. Others focused on comfort and convenience, appealing to travelers’ desires for a stress-free experience.
Beyond Expectations.
The shoot exceeded our expectations, fulfilling our planned objectives and even giving us some additional content. We ended up with three main videos and six UGC videos for our airport campaign, one of which was a spontaneous shoot at the Minneapolis airport to provide a contrasting perspective. This video, in particular, has shown impressive performance metrics.
Impressive Results.
Leveraging Meta for Instagram, the campaign achieved incredible results in just under three months:
- Over 625,000 impressions
- 416,000 video plays
- 39,000 through plays (at least 15 seconds each)
- A click-through rate of 4.43%
- Over 10,000 link clicks to the airport’s website
These metrics really show the airport campaign’s impact in the regional market and our expertise in generating engagement and conversions through creative, out-of-the-box content.
What Makes a Successful Campaign?
Creating a successful ad campaign is a lot more than just showing up with a camera and hoping that lightning strikes. It involves a lot of pre-production work, planning, and meetings to align our goals with our clients. At Hit, we thrive on executing creative ideas that resonate with the audience AND drive tangible results.
Let’s Create Together.
If you’re looking for a team that combines creativity with strategic marketing to produce awesome work that, well, works, we’d love to help. Whether you’re aiming to launch a new product, increase brand awareness, or engage a specific audience, let’s discuss how we can bring your vision to life.
