A strategic brand campaign repositioning Toledo Express Airport as the convenient, cost-effective gateway for Northwest Ohio travelers.
Creadio was engaged by the Toledo–Lucas County Port Authority to develop and produce a strategic brand advertisement highlighting the competitive advantages of Toledo Express Airport.
The objective was to shift regional traveler perception by emphasizing the airport’s convenience, affordability, and ease of navigation — positioning it as a smart, stress-free alternative to larger metropolitan airports.
This initiative aimed to increase awareness, influence traveler behavior, and reinforce the airport’s role as a key regional asset.
Scope of Engagement
Creadio led the strategic creative development and full-scale production of a regional brand campaign designed to drive awareness and traveler consideration.
Strategic Development
- Market and perception analysis of regional travel behavior
- Competitive positioning review against nearby major airports
- Audience insight development focused on convenience-driven travelers
- Messaging strategy centered on simplicity, cost savings, and time efficiency
- Narrative concepting to reframe airport decision-making
Creative & Production
- Scriptwriting and storyboard development
- On-location production at Toledo Express Airport and in select Sarasota, FL beaches
- Cinematic capture of traveler experience touchpoints (parking, check-in, security, boarding)
- On-screen talent direction reflective of regional travelers
- Voiceover scripting and direction
- Post-production editing and sound design
- Multi-format delivery for broadcast, digital, and social distribution
Strategic Advisory
- Consultation on distribution strategy across regional media channels
- Optimization recommendations for digital deployment
- Asset formatting for cross-platform amplification
Strategic Insight
Regional airports often compete not on size, but on experience.
The key behavioral barrier was not access — it was perception. Many travelers default to larger airports due to assumed convenience, broader flight options, or brand familiarity.
Our approach focused on reframing the travel experience from the consumer’s perspective:
- Less time driving
- Less time parking
- Less time in security lines
- Lower overall cost
By visually demonstrating the simplicity and efficiency of the traveler journey, the campaign repositioned Toledo Express Airport as a practical, smart choice — not a compromise.
The strategy emphasized emotional relief and control, two key psychological drivers in travel decision-making.
