Tactics

AMI created Simple Skincare ® Oasis experiential marketing spaces post-security in two of the nation’s busiest airports, Chicago O’Hare and Charlotte Douglas International Airports.  Over the course of 10 days AMI Brand Ambassadors sampled three separate products from the Simple Skincare ® product line, distributed tip cards for keeping your skin healthy while traveling, coupons for Simple Skincare ® products and branded giveaways.  In addition AMI created a station for live trial and usage of the online skin forecasting tool as well as a station for display and learning about the full Simple Skincare ® product line.

Results

Simple Skincare ® saw an increase in brand awareness from this program, and the airports benefited by providing an enhanced travel experience for passengers.  The program was a resounding success, with the distribution of over 170,000 samples, 60,000 coupons, 50,000 tip cards and 13,000 giveaways during the course of the program, meeting all distribution goals.

Tactics

To accomplish these goals, AMI created a first-of-its-kind sponsorship of a Preferred Parking Program at an airport – Lexus Passport Gold (LPPG). The sponsorship provides Lexus with brand immersion within the exclusive parking areas, one-to-one communication with members through various entitlements, and incentives to increase traffic to local showrooms. Through a myriad of entitlements offered to Lexus, they are also able to tie specific benefits to Lexus car owners into the travel experience at Boston Logan. In addition, Lexus branding is extended through all Boston Logan outreach efforts promoting the Preferred Parking Program, including their website and local media advertising.

Results

Upon completion of the sponsorship roll-out, Tim Bliss, Lexus Vehicle Operations Manager, had the following to say: “This is our first foray into the world of airport marketing in the Northeast and we’re very excited about the program we built with AMI. We anticipate a very positive response to the platform created to showcase our full line of Lexus vehicles.” Since the beginning of the program in March 2011, the Lexus Passport Gold program has seen an increase in its membership of nearly 50% (4,963 to 7,334 in October 2013), with continued growth each month.
In the summer of 2013, AMI partnered with the Legal Seafood restaurants inside the airport on behalf of Lexus. The loyalty program was designed to show appreciation to the existing members for their participation in the LPPG program and to also help ease the burden of the hectic summer time travel period. Each LPPG member received a voucher for a free appetizer along with an incentive promoting the Lexus GOLDEN OPPORTUNITY sales event.

Tactics

AMI and nLIVEn set out to design a comprehensive experiential sponsorship program that incorporates prime locations for awareness and innovative engagement methodologies with the goal of enhancing the passenger experience.  The program features designated walking paths and health stations for blood pressure, BMI and heart rate throughout the airport.   The program also includes branded hand sanitizers with key health messages, a branded security program, public announcements on AMI’s “Air Waves” airport-wide audio system, as well as impactful signage in best-of-class locations.   This unique program is experienced by the 30 million passengers that frequent Boston Logan each year.

Results

Every day, throngs of passengers can be seen picking up the “Strides for Health” map and walking between health stations – burning calories along the way.  “While you are waiting for your flight, why not put that extra time to good use?” states Dr. Juliet Nimako of Steward Health Care.  Experts agree that as little as 30 minutes of brisk walking can have a significant positive impact on your health.  For Steward Health Care, this unique sponsorship has produced exceptional results in the first 9 months, generating in excess of 150 million impressions, with over 160,000 printed materials distributed and over 40,000 completed health station assessments.

Tactics

Pepsi sponsored a seven day event that targeted passengers attending Super Bowl XLVII in New Orleans. Using strategic locations to target incoming and outgoing passengers, Brand Ambassadors engaged passengers and handed out samples of Pepsi Next and Tostitos chips and salsa. Other activations included:

• Eye blacks

• Rally towels

• Branded photo booth integrated into Pepsi’s social media networks

• Surveys to gain valuable consumer insight

Results

Success. We distributed 60,000 samples, reaching a very significant percentage of those traveling through New Orleans for the Super Bowl. Nearly 85% of the passengers who sampled the Pepsi and Tostitos products were trying them for the first time. Almost three-quarters of those who sampled said they would purchase the products within the next 30 days. Throughout the program, passengers asked questions including, “How many calories are in Pepsi Next?” and “How long has Pepsi Next been out?” After the program, we provided Pepsi with meaningful, measurable data that is invaluable to the brand.