The Ask: Massport was making big moves from 2021 to 2023. New flight paths, travel sweepstakes, and ways to commute. A lot of information, and it needed to help people travel, not get confused.
My Role: Associate Copywriter. I brainstormed, pitched, and built these campaigns.
The Deliverables: Paid Social, CRM, CTV, OOH, Radio, Video
The Spin: No one likes layovers, so instead of showcasing every detail, we jumped straight from A to Z. From entering the sweepstakes to enjoying the vacation. From ditching winter to sitting poolside.
We pushed the client to let the CTAs handle the finer details. The creative had one job: get people to picture themselves there. Turquoise water. Warm weather. No snow.
The Outcome: Massport saw strong growth across its transportation network in those years. Worcester Regional Airport reached a record 204,400 passengers, while Flynn Cruiseport Boston welcomed more than 373,000 passengers. That’s a 20% increase over the prior year. Airport shuttle ridership grew 67%, and Logan Express reached 2.3 million riders, surpassing its previous record in 2019. Source: Massport.
My Team:
Executive Creative Director: Margaret McGovern
Producer: Roger Mulhaney
Art Director: Brittany McGuire
Art Director: Tyler Adams
New Flights & Tips: From showcasing new Florida routes without highlighting any brands to breaking down commutes to Logan, these campaigns made travel feel simple and fun. No matter the destination, or how they were getting there, the message was the same: getting there shouldn’t be the hard part.
Sweepstakes Campaigns: Massport celebrated local businesses and teachers with potential free trips. Our job was to get people excited enough to enter. The copy brought energy and made people feel like winners before they even hit submit.
