b'AIR SERVICE DEVELOPMENTIAD73with the phrase, Because the rain won\'t go away. But you can.made sure of that, because specific destinations could have Overall, the campaign had dozens of mix and match options. pertained to some of IADs carriers but not others. Erskine Ads on the back of Washington Metropolitan Area Transitcredits her Air Service Development Program colleagues as Authority buses targeted commuters on local roadsagain, withbeing the critical conduit to the airlines. They kept carriers a humorous twist. That series included slogans such as Becauseinformed about the even-handed campaign and explained your butt fell asleep two miles ago and it\'s dreaming of a beachthat its purpose was to help draw more people to IAD and all chair or Because traffic isn\'t your jam, along with an illustrationairline destinations. As Marvin puts it, "We were advertising for of a beach.the airport as a whole, so we went out of our way to not show favoritism for one airline over another" in terms of destinations Naturally, all the ads included Dulles International and theand price points. Instead, the campaign focused on general airport logo. desire for travel. Voice and Balance For solo travelers, the Spring Shoulder Erskine describes the campaigns humorous(early spring, when travel is not as busy tone as kitschy. Dan Marvin, creative directoras peak season) and Winter/Holiday are at Hart, explains that the wit and attitudeheavy travel times. Family travel is very light were modeled after the style of comediansat those times, relates Kasey Anderson, Amy Poehler and Tina Fey. He describes thesenior media planner/buyer at Hart. Family so-called voice of the campaign as that of atravel planning occurs December through fun friend you want to travel withthe oneFebruary with most booking happening atKASEY ANDERSONwho says, Come on, lets take a trip. DAN MARVIN the beginning of the year. The goal was to have family messaging marketed prior to December for the The humorous catchphrases were coupled with illustrationsfollowing year, even as early as August. And then we trickled into of idyllic destinations. Idyllic, but not specific. MWAA and Hart Learn more about D.S. BrownsDelpatch Elastomeric ConcreteDelastic Compression Seals dsbrown.com | 419-257-3561 |AirportImprovement.comMay | June 2025'