Bradley Hero

Doing battle with

big–city airports

The client:

Bradley International Logo


Service List
Brand Identity & Message
Strategic Planning
Media Planning
B2B Channel Development
Creative Advertising
Website Design

The story:

Bradley is literally surrounded by hungry competitors. There are the metro-NYC airports that lure away state residents in Fairfield County. There are Logan Airport in Boston and TF Green Airport in Providence. But with a growing list of daily nonstop flights and international service, the airport is positioned to compete as a fast, friendly, easygoing alternative. All BDL needed to take off was the right marketing mix.

The solutions:

Strategic media planning and buying. An integrated, online/offline media plan made the most of BDL’s budget and enabled the airport to fight for market share on multiple fronts.

Television and radio advertising. Fast, fun 30-second spots highlight the airport’s easygoing, consumer-friendly nature.

Billboards. Key messages regarding daily destinations – critical for catalyzing consumer and business travel.

Print advertising. Targeted print ads in consumer and B2B media remind people of the airport’s identity as a consumer-friendly experience.

Digital advertising. Geo-targeted display ads reach into key travel markets at peak travel times to advise air passengers of BDL as an option.

Key results:

Ranked in the

top 50 airports

and holding

Media topspin

Careful media planning resulted in a 20% value-add to the airport’s paid media presence.

Bradley Poster 1
Bradley Poster 2
Bradley Billboard