oakland international airport
Oakland International Airport (OAK) consistently ranks as one of the best in the Bay Area. More than 13 million passengers pass through its gates annually. Fliers come and go from up and down the west coast across the United States, Mexico, and Latin America.
the call
We need to let the world know that OAK is the way to fly into and out of the San Francisco Bay Area.
the solve
We partnered with the marketing team at the Oakland International Airport and our friends at Circa Now to develop creative solutions so that three unique audiences — outbound fliers, inbound visitors, and airlines — would see OAK as the way to fly into the Bay Area. Being a long-time East Bay-based agency, it was an honor to help.
Advertising — animated videos
The assignment — Connect with the most people efficiently on a reasonable budget, letting them know about the personal and regional benefits of flying out of OAK. We answered with a series of animated videos showing characters winning their day by Flying the East Bay Way. We developed the concept, wrote the script, directed the animation, and managed the voiceovers for each spot.
advertising — outdoor
OAK Marketing tapped us to develop a handful of outdoor campaigns throughout our engagement, advertising new airlines, available flights, and new airport amenities.
Digital
From time to time, especially during the COVID-19 pandemic, we refined the airport’s website to communicate new regulations and flight information. We helped with UX and content. Additionally, we worked with LAZ Parking for a landing page on OAK’s website to let visitors know about the different lots and the benefits of Parking at OAK.
Email newsletter
When tasked with finding a way to engage with all three of OAK’s audiences, we came back with an engaging, informative, and entertaining email newsletter titled OAK & About. We branded and developed the editorial approach for OAK & About, launching Issue #1 in January 2020. Over two years, we produced a monthly email newsletter that featured great places to go, airport history, interviews with OAK executives, and profiles of local chefs and celebrities.
marketing
Every so often, OAK’s marketing and management teams travel to industry conventions to attract new airlines to the airport. We developed several marketing brochures detailing the benefits of adding Oakland as a hub, including demographic, economic, and airport information. We followed each visit with a series of emails to cement Oakland’s name in their memory.
