"Our Travel Like a Panther campaign was displayed in the T-gate terminal, the busiest concourse in the Hartsfield Jackson Atlanta International Airport. More than 7.5 million visitors pass through the T-gate each year. The T-gate train, the first point to connecting concourse, holds 16 large-scale panels and a small panel located between the train doors.
In addition to our admissions marketing display campaign that promotes the university's distinctive qualities, we added an interactive element with a QR code to encourage passengers to Travel Like a Panther by ordering a Panther mask for free. Instead of creating an airport campaign that only broadly promoted the university, Georgia State created a campaign with a multitude of benefits:
- Increased mask usage during the COVID-19 pandemic
- Captured more than 5,000 email addresses of people who opted in to receive the university newsletter and future campaigns
The entry showed a bold move to make such a big ad buy! Judges thought the creative was well executed and the onsite airport event was a good way to launch.
