CHICAGO DEPARTMENT OF AVIATION
HIGHLIGHTING THE EXTRAORDINARY "AT O'HARE"
Deliverable: Campaign strategy, concept and design standards guide
The concessions team at O'Hare was looking for a way to shift perceptions without relying on an expensive redesign. At first glance, the visual landscape looks tired and out of date, creating a negative impression among travelers.
Look a bit closer, however, and one quickly finds that there are many hidden gems. New local food options are popping up regularly and many great products can be found across the terminals. We needed to highlight those extraordinary finds.
The "at O'Hare" campaign strategy utilizes vibrant colors and location-specific trend stories to help travelers find the extraordinary products around them.
Pop-up activations and social media were recommended to create more awareness and encourage travelers to share what they found extraordinary "at O'Hare."
We also developed a standards and training booklet to educate, empower and guide their partners in designing stories for the campaign. The standards were key in helping a small marketing team manage and maintain the campaign’s design standards.
“When I set out to find a creative agency for an O’Hare customer experience enhancement project, it was vital that we break away from the standard aviation communication platform which included various graphics of airplanes. With a combination of experience and contacts, Riley Group offered us the opportunity to create a specialized agency. Their flexibility and their strategic and creative resources positioned us to create a unique and impactful visual communication program; that the aviation industry concessions business had never seen.”
"at O'HARE" INSTALLATION
GRAPHIC STANDARDS
POP-UP SHOP / PLACEMAKING
TEAM
CARL RILEY
Strategy Director
KILLIAN MCILROY
Creative Director
KATE KNUTH
Retail Management Consultant
ASHLEE STEWARK
Transition Designer
LIGHTBORNE