Travel is exciting, but can also be stressful at times. Raleigh-Durham International Airport is all about reducing that stress to let that sense of adventure lead the way. They’ve put in a lot of work over recent years to make moving through the airport even easier to navigate – from the parking lot to the passenger seat.
RDU’s Communications team wanted to produce eye-catching and informative videos for a year-long social media campaign that showcased their latest customer experience enhancements, capital projects, and its international expansion in flight offerings.
These ads were designed to captivate audiences on social media with 6 and 15-second ads, providing a blend of information, but with an upbeat, lifestyle-oriented vibe.
Creative Process
Our creative team dove into the project with enthusiasm, aiming to highlight key improvements at RDU. We focused on:
- Customer Experience Enhancements: Showcasing convenience upgrades and new parking light indicators that guide visitors with ease to open spaces.
- Capital Projects: Highlighting ongoing construction and modernization efforts.
- International Expansion: Featuring the addition of new international flight routes.
The videos combined informative content with a vibrant, lively style, ensuring they were not just informative but also engaging and fun to watch.
Collaboration
We partnered with experience agency, Bell & Porter, throughout the process. Their expertise in strategic communication complemented our creative vision, resulting in a seamless collaboration.
Logistics and Execution
One of the biggest challenges was managing the logistics of shooting inside the airport, especially post-security. Luckily, it’s not our first rodeo filming within the airport, but even so, our team meticulously planned our schedule to navigate these challenges efficiently:
- Client Coordination: We worked closely with RDU’s team to secure necessary permissions and coordinate schedules both pre and post-security.
- Equipment and Crew Management: Ensuring all gear and crew members cleared security without a hitch required careful planning and execution. Our team handled this with precision, ensuring minimal disruption to airport operations.
- Talent Booking & Coordination: Like many of our projects, we also handled talent booking and coordination on the day of the shoot.
- On-site Adaptability: While we always flex our crew and equipment to the needs of every project, this shoot required extra flexibility and adaptability to best handle the dynamic airport environment smoothly while capturing what we needed.
The year-long campaign is set to draw positive attention to RDU and continue its reputation as a growing, customer-friendly airport.
As a studio, we loved having another opportunity to produce enjoyable, engaging video content under complex logistical conditions, collaborating to create a campaign that highlights the best of what RDU has to offer.
