b"74 IADAIR SERVICE DEVELOPMENT solo messaging directly afterward. Business target messagingFrom Marvins perspective, the unique selling point of the was on throughout the year.campaign is that it personified Dulles.Armed with this data and guidance, the creative team at Hart crafted ads targeting three kinds of travelers during different timesConsistency and Dataof the year: solo passengers, families and business. Because Reasons was rolled out amid ongoing MWAA communication initiatives. Both IAD and Ronald Reagan Impact Washington National Airport (DCA), also run by MWAA, have several Strategic timing and clever phrases are great; but, as Erskine puts it,improvement projects recently completed or currently underway, Obviously, results matter. To that end, MWAA is compiling passengerincluding parking expansions, concessions upgrades and a new figures for the last quarter of 2024, which coincides the campaignconcourse at IAD. We can't overcommunicate about those things activity. For now, the anecdotal feedback is encouraging. For instance,because there are so many changes coming, Erskine explains. staff have observed passengers in the terminals contemplatingErskine explains that two general rules guide MWAA's Because Reasons signage. These are fast travelers, and there'smessaging. The first is consistency. It's about getting the not a lot of time to grab their attention, Marvin notes. He also reportsmessage right in a consistent manner across all media, she positive reactions and keen interest in the real-time aspects of theremarks. The second is leveraging business intelligence and campaign from his counterparts in the advertising business.data to hone strategy and messaging to propel communication According to Hart, ads on streaming media reached moreprograms moving forward.than 2.7 million viewers and key travel audiences appear to haveWhatever advertising initiatives may come next for MWAA,been notably interested. OTT [over-the-top/streaming media]the technologies and creative content shown in the recent drove a high volume of completed views, reporting a 97% videocampaign indicate there will likely be more novel options ahead. completion rate on average, which is slightly higher than theStay tuned.industry standard of 90%, Anderson explains.Designed for the Future BAGGAGE HANDLING SYSTEMDESIGN / CONSULTATION / ANALYSIS/ ASSESSMENT / OAR SERVICESMaintained for Performance BAGGAGE HANDLING SYSTEM /PASSENGER BOARDING BRIDGE OPERATIONS AND MAINTENANCE Airport Serviceswww.jsmandassociates.comsolutions@jsmairports.comMay | June 2025AirportImprovement.com"