Item No. 7b_supp
Meeting Date: June 11, 2019

Airport Passenger Travel Awareness
Summer 2019 Briefing

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SUMMER TRAVEL AWARENESS
CAMPAIGN
www.portseattle.org

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Campaign Goals
• Help passengers be prepared and discover
something new.
• Highlight actions and investments by the Port to
reduce delays and improve service.
• Build excitement for new amenities and services at
Sea-Tac.

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Calls to Action
1. Arrive early
2. Limit carry on food
3. Avoid driving if
possible
4. Heed the
pathfinder
5. Download app
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Communications Strategy
• Adjust staffing.
• Increase communications cadence.
• Deploy targeted paid media to complement
media tours and owned communications.

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Earned Media Tactics
• Summer travel press release for June 10.
• Pitching capital development projects, encompassing
IAF passenger bridge migration and installation.
• Proactive, ongoing media pitching for stories that
reinforce key messages.
- New amenities
- Capital program progress
- Customer service features
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Summer Campaign Theme
• Consumers value and expect content and experiences customized to
their preferences. Evolving from last year's summer marketing
campaign of "how to hack your summer travel," the anchor for this year
will offer blog and social content based on this trend.
• Our "What summer traveler are you?" quiz profiles passengers' styles.
• "What summer traveler are you?"
- Globe Trotter
- Eco Warrior
- Family Fun
- True Original
- Procrastination Pro
- Techie Traveler

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Social Media Tactics
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New customer service social manager who is leading real time engagement strategy
Social media channels are constantly used to provide information and direct customer
engagement.
Early morning staffing plan to respond to customers on social as well as provide internal
alerts to issues during peak summer.
Amplify TSA produced travel tips as appropriate.
Emphasizing foreign language posts to reach Non-English Language Proficient
passengers.
Encourage Port Valet for prospective cruise passengers.
Content schedule:
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June 10: Launch summer travel campaign with seasonal Facebook Checking In video, Facebook and Twitter cover graphic and debut
#SEAvacay.
June 17: 10-15 sec teaser video (horizontal for airport displays and FB ads, vertical for IG ads)
June 19-end of summer: Instagram story series for two traveler personas each month and showcase those tips
June TBD: Facebook Live Q&A with Pathfinders
July TBD: Facebook Live 'Going green at Sea-Tac' featuring AV Enviro
August TBD: Facebook Live for new wait time technology

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External Partners/Agencies
• Our airlines and external partners are invited to share
Sea-Tac Airport social and blog posts throughout June,
August and September to ensure passengers have more
opportunities to see recommendations for the most
efficient, safe and best customer travel experience.
• Stay connected with your Port:
- Follow @seatacairport on Twitter, Instagram and Facebook
and look for posts with #SEAvacay
- Sign up for email and text updates:
www.portseattle.org/subscribe

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Paid Media Tactics
• Contributed content and digital display to complement
earned media coverage.
• Including promotions with ethnic media outlets
• Calls to action:
- Get here early
- Limit food in carry on
- Avoid drives if possible
- Heed the pathfinder - the shortest line is not always the fastest
- Download the app
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Milestones and Moments
May and June

July

August

May 14 - Puget Sound Business
Journal media tour
May 21 - Memorial Day weekend
travel press release.
June 1 - Parking rate increases
June 3 - Launch marketing
campaign to "say goodnight" to the
N gates
June 10 - Summer travel press
release and interviews.
North Satellite Phase I press
conference and Alaska Lounge VIP
reception.

July 5 - Launch "Train to Plane"
promotional campaign with Sound
Transit.
July 9 - Sea-Tac 70th Birthday
July 15 - Summer travel
international flavors
July 25 - Summer travel
destinations/airline partners

August 9 - Peak summer travel
day!
August TBD - Washington food and
beverages influencer tour
August TBD - Woman and
minority-owned businesses
influencer tour
August TBD - Openings of Ballard
Brew Hall and Poke to the Max

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Prepare and discover
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2.
3.
4.

Get here early
Limit food in carry on
Avoid drives if possible
Heed the pathfinder - the shortest line is not always the
fastest
5. Download the app

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