Newcastle Airport – Going Smarter
To make locals rethink Newcastle Airport (NTL) as their point of origin when travelling. To reduce leakage to Sydney and lift passenger numbers travelling domestically and hubbing internationally from Newcastle Airport.
As part of boosting patrons at Newcastle Airport, Out of the Square Media developed a campaign that would drive awareness and create behavioural change, encouraging people to redefine how they travel and use Newcastle Airport.
From avoiding the tolls and chaos of Sydney, to reducing time away from home or the office, to reducing stress with easy check-in facilities, parking and terminal facilities, the campaign is all about one thing when it comes to travel – Go Smarter!
The Go Smarter campaign had to be flexible enough in style to cover education, lifestyle and promote destination-based events. A mix of info-graphic styling, bold typography and real imagery work together to disrupt, educate and inspire the audience.
In creating a campaign identity, the arrow segment of the Newcastle Airport logo has been utilised alongside the popular destination pin shape to portray an easier way to travel.
Animated HTML5 banner used on Newcastle Herald takeover
The messaging within each piece of creative was customised to targeted media placement. This was designed to inform people at crucial points in planning their next trip. The media spanned online travel sites, outdoor billboards, freeway service stations, television, radio and an array of targeted online sites.