‘Global Runway’ Presented by Hartsfield-Jackson Atlanta International Airport (ATL)

Summary

ATL also known as the busiest airport in the world, continues to dominate the passenger market because of its
location as a major connecting hub and port of entry into North America. It is within a two-hour flight of 80% of
the United States population of more than 300 million people. ATL engaged 10 Squared to elevate awareness of
their award-winning program, ATL Skypointe, a collection of 300+ luxury retailers and restaurants.

Our Role

  • Campaign Development
  • Event Activation
  • Digital Strategy
  • Creative and Content Strategy and Development
  • Social Media Strategy
  • Influencer Campaigns
  • Media Planning
  • Public Relations
  • Documentary Series
  • Commercial

Challenges

While ATL has been known as the busiest airport in the world, with millions of travelers passing through yearly,
many travelers were not aware of the ATL Skypointe program and the 300+ luxury retailers and restaurants
available to visit during their wait time at Hartsfield-Jackson. Therefore, our agency had to create an experience
that promoted the best-in-class retail offerings available at ATL (online and offline).

Solution

To promote ATL Skypointe to the millions of visitors who live outside of Atlanta and to maximize revenue, we
executed a digital strategy that enhanced their media efforts to drive more brand awareness.

To help ATL achieve success online, we utilized the voice of influencers to drive the messaging about ATL
Skypointe and to promote the upcoming fashion experience. From user-generated content to a docuseries
highlighting the featured brands, we placed a variety of creative formats within a winning combination to push
website traffic to ATL.com to learn more about ATL Skypointe.

To deliver an exclusive feeling of Atlanta’s high fashion community to consumers, we introduced a fashion
presentation and retail pop-up experience that treated guests to an unforgettable VIP fashion experience.
Guests were fully immersed into colorful, stylish rooms featuring the latest apparel, fashion, and accessory
offerings. The Instagram-ready installations sparked conversation, positioned guests to create shareable
content, and fostered unique opportunities to connect with key ATL Skypointe brands such as MAC Cosmetics,
Tumi, XpresSpa, Michael Kors, Patricia Nash and many more. Guests also experienced a designer fashion
presentation featuring spring/summer collections from namesake brands such as Sean John and Spanx.

Results

Our work with ATL’s Global Runway extended the brand’s reach both online and offline, reinforcing their tagline “Shop, Dine, Explore” and market leadership in the category by 32%+ over the course of three years. More specifically, the campaign amplified brand awareness in desired demographics and continued to drive travelers to retail through on-site sales.

  • 12.4 million press impressions
  • 15.8 million social media impressions

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