from announcement to action
When Richmond International Airport (RIC) announced a new nonstop service to Bermuda via BermudAir in February, the market lit up with excitement. The goal? Turn that excitement into awareness and bookings right out of the gate—and sustain it until the first flight on June 7. Our campaign did more than inform—it inspired, delivering 2.6 million impressions above projections.
quick escape, bold story
WCG leaned into what made the route irresistible: a nonstop, two-hour gateway to a tropical paradise overflowing with pink sand beaches, world-class golf, and good vibes. To keep RIC flying high in the minds of potential travelers, we launched a nimble, multichannel campaign. The tone used aspirational language to spark wanderlust while remaining relatable. Our media mix combined precision targeting with high-visibility placements:
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• Eye-catching digital billboards that stopped traffic in the right places
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• Highly targeted Google Demand Generation ads optimized for engagement
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• A prominent landing page banner with a clear CTA to book on flybermudair.com
outflying expectations
With an innovative blend of brand storytelling and tactical performance media, WCG extended the PR glow from late March through the end of April with a campaign that over-delivered across the board.
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• 8.3 million total impressions
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• 74,274 Demand Generation ad clicks, leading to 53,128 qualified sessions
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• 3,625,835 total OOH impressions, far exceeding expected reach
What’s more, Google ads maintained their performance throughout the length of the campaign, showing no signs of fatigue. With more than a decade as RIC’s agency of record, WCG once more proved our ability to translate timely opportunities into long-term value for our client. We are excited about the evolution of our client and the potential for our region as the airport continues its ascent as the mid-Atlantic's go-to hub for convenient and inspiring travel.
