GREATER RICHMOND
PARTNERSHIP
Greater Richmond Partnership (GRP) discovered there was confusion surrounding the ease of air travel to and from the area. Many believed that nonstop flights were either limited or unavailable. As COVID-19 vaccines became more widely available and statistics revealed a more optimistic outlook for air travel, GRP and WCG executed a strategic plan to alter sentiment.
GREATER RICHMOND
PARTNERSHIP
Greater Richmond Partnership (GRP) discovered there was confusion surrounding the ease of air travel to and from the area. Many believed that nonstop flights were either limited or unavailable. As COVID-19 vaccines became more widely available and statistics revealed a more optimistic outlook for air travel, GRP and WCG executed a strategic plan to alter sentiment.
Upgrading Outcomes
In partnership with JetBlue, we promoted nonstop flights out of Richmond International Airport (RIC) to Los Angeles, Las Vegas and Tampa. WCG created a robust media plan and test strategy around geographies, audiences, ad formats and digital channels, and the plan was meticulously refined throughout the campaign – to stellar results.
Overall, our campaign almost doubled the number of anticipated impressions delivered. It generated 78,000 clicks to the landing page, and the nonstop routes boasted a load factor of around 90%, on par with some of RIC’s most successful flights.
Videos that Hit Home
We jumped at the opportunity to leverage the full breadth of our services, especially since it meant we could help put more people into homes. From the initial storyboard to graphic design to video delivery, we executed every component of the series in house. The performance of the videos was outstanding, garnering significantly higher average views than any other Fannie Mae video published within a 12-month time period.