The Fresno-Yosemite International Airport (FAT) was on the cusp of breaking new ground and adding destinations when they reached out to THM looking for a fun and creative way to get people excited about the new things they had to offer. Of course, no one could prepare for what the months… I mean years ahead looked like after a global-wide pandemic. Which in turn, meant THM had the opportunity to go back to the drawing board and shift tactics.
How do we help people feel safe when flying out of FAT? What is the best way to get people excited about traveling to new destinations or catching a flight to see family? These were all common thoughts during our creative brainstorming before we hit the ground running.
After putting our thinking caps on to take the upcoming campaigns to new heights, our creative team wasready to move forward. This slogan (FAT Forward) became a focal point for many of the campaigns such as: The holiday travel video (Ready to move you forward) and the announcement of the new FAT parking garage, new flights, and new service (FAT Forward).
When coming up with a new creative campaign, it is important to look ahead and see how the concept can be incorporated across all mediums and how you can build off messaging and design to keep things fresh.