Memphis International Airport connects millions of travelers to Memphis and destinations across the country. As the airport continued investing in its passenger experience, MEM needed a stronger way to communicate what had already changed and give regional travelers more reasons to choose Memphis.
Research & Insights | Integrated Marketing | Branding | Creative Services
FIND THE PROBLEM
RESEARCH
Memphis International Airport was competing with nearby regional airports and travelers choosing to drive instead of fly. KQ conducted three passenger surveys, two focus groups, competitor research, and social and traditional media audits to understand traveler perceptions, decision-making factors, and opportunities to strengthen loyalty to MEM.
CREATE A PLAN
DEVELOP
The research revealed that travelers needed to see and understand the benefits available at MEM today. KQ developed Now@MEM, an integrated campaign built around five pillars of the passenger experience: service, culture, food, art, and soul. The campaign combined strategic messaging, bold creative, digital advertising, social media, outdoor advertising, and airport-based communications to show that a better travel experience was not coming later. It was happening now.
EXECUTE RESULTS
EVALUATE
The Now@MEM campaign successfully expanded the airport’s reach, strengthened digital engagement, and moved thousands of travelers from awareness to action.
2.9M
Paid Impressions
289K
Households Reached
2,730
Conversions
27.3%
Year-Over-Year Website User Growth
