Bangor International Airport

Bangor International Airport (BGR) is a critical Northern and Central Maine travel hub, offering easy access for leisure and business travelers, and increasingly, Canadian flyers from Atlantic provinces. While smaller than its big-city competitors, BGR wins loyalty through convenience, short lines, and a uniquely friendly flying experience.

Reaching Across the Border with Creative Content

Challenges Faced

BGR wanted to strengthen its relationship with current travelers while reaching new audiences, particularly first-time and infrequent flyers who might otherwise default to larger airports or impersonal online booking platforms. They also needed a smarter way to compete in the Canadian market, where many travelers begin their U.S. trips. At the heart of the challenge was making BGR feel local and savvy—the better choice, the smarter move.

Objectives

• Build brand affinity with helpful, human content that travelers could actually use
• Position BGR as a trusted travel resource beyond just flight info
• Engage Atlantic Canadian travelers with messaging that crossed borders and made BGR a compelling first stop
• Create a repeatable platform for seasonal campaigns and promotions

The Strategy

We set out to make BGR not just a regional airport, but a relatable personality—bright, helpful, and quietly confident. Our campaign centered on the idea of the Savvy Traveler, someone who knows how to fly smarter, pack better, and choose wisely.

Strategic pillars included:

• Audience Insight: Many travelers wanted information in easy-to-understand language. So, we delivered it with a clever tone and clear content.
  
• The Savvy Traveler Blog: A digital hub for tips on everything from TSA rules to passport renewals—local, helpful, and always up to date.
  
• “I Am Savvy” Sticker Program: A functional tool (reuniting travelers with lost items) that doubled as a feel-good brand moment.
  

Cross-Border Targeting: We expanded our media reach across Atlantic Canada with tailored creative, showing BGR as a smart launchpad for international travel.

The Execution

With a strong strategy in place, we activated the Savvy Traveler platform across multiple channels:

• Content Development: Blog articles focused on real-life travel questions—how to prep for customs, what to pack, and when to book
  
• Sticker Program: Travelers could order free “I Am Savvy” stickers with ID codes to help recover lost items—practical and brand-forward
  
• Media Campaigns: Streaming and radio ads aired across Maine and Atlantic Canada, supported by bold print and digital buys in regional travel publications
  

Creative Approach: A smart, cheeky voice cut through the noise—taglines like “Be Prepared. Be Savvy.” and “I Am Savvy.” gave the campaign heart and recall value