WMG – Professional Blog

https://www.adsoftheworld.com/campaigns/a-welcome-departure-from-normal

“A Welcome Departure from Normal” is a print ad campaign series for Worcester Regional Airport. In each ad, the main focal point is a person doing something ironic and unexpected. Examples include a bodybuilder knitting, an elderly woman on a skateboard, a woman in 17th- or 18th-century dress and a wig on a phone, and a mime playing the bagpipes. The technique used to evoke an emotional response is humor.

The objective of the ad campaign is to inform viewers about some of the benefits of Worcester Regional Airport. Text in the ads read, “Bet you weren’t expecting this at an airport,” and then either “…or that you can park for $7/day,” “…Or a hassle-free ride in,” or “Or a 5-minute security line.” These additions to the ad tell potential travelers about the benefits of the regional airport and the pros customers can experience when choosing to fly into or out of Worcester.

The target market for the ad is travelers aged 30 to 60, who may be looking for less hassle and faster travel times that come from flying out of a smaller airport rather than a major hub. The ad wants the audience to book their travel with Worcester as a departure or arrival point of a flight. If the action is taken, the audience member will benefit from a 5-minute security line, low daily parking fees, and less hassle upon arrival.