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High Fly Campaign

Outset situation

Construction of Wrocław airport's new terminal commenced at the end of August 2009 and it took 29 months. It was one of the city's key investments over the recent years.

The new facility replaced the old terminal - four times smaller than the current one, operating near the limit of its traffic capacity. Progress of the construction project was followed and scrutinized by the media – local and regional ones, but also country-wide and industry-related.

The success of the campaign was conditional upon building the image of the facility as an asset of long-term significance to the local community, one characterised by functionality and easy access.

Of a great importance was the reference to the sense of local patriotism, stressing that Wrocław was the first to launch a new passenger terminal in Poland before UEFA EURO 2012™.

Solution

The launch of the facility, which took place in February 2012, was communicated to the public by one of the airport's first campaigns - a high profile, groundbreaking series of events applying non-standard communication forms called "The Grand Opening".

We attached most importance to the notions that Wrocław is a rapidly changing and developing city, which by acquiring the new terminal gains the benefit of a showcase living up to European standards and that a window on the world opens before the region's residents. We decided that the new terminal's Open Doors Day would be an event targeted at Wrocław's and the region's residents, one of key importance communication-wise.

The priority was to involve the media in creation of the aura of anticipation for the event and to attain best possible attendance. "The Grand Opening" campaign was complemented with the official opening gala as well the day of the operational launch of the facility.

Effects

Over the 6 weeks of "The Grand Opening Campaign", Wrocław airport's new terminal was everybody's talking point. A record 1000 publications appeared in the media including television, the radio, press and the Internet, relating to the terminal.

The facility was local, regional, Poland-wide and specialist media's centre of attention. The material on Wrocław's new airport was broadcasted in prime time on TVP1 evening news before Poland vs. Portugal match.

The Open Doors Day turned out to be a success, attracting around 30 thousand visitors. Over 600 people signed up for the first tour of the new facility on the first day of enrolments, advertised by "Gazeta Wyborcza" along with the airport. On the Open Doors Day, Polish Radio Wrocław was broadcasting live from the airport and TVP Wrocław aired the main edition of the "Fakty" news bulletin.

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