Visit Annapolis & Anne Arundel County (VAAAC), a nonprofit Destination Marketing/Management Organization, has teamed up with Clear Channel Outdoor, Airports Division, to bring an immersive brand experience to Baltimore/Washington International Thurgood Marshall Airport (BWI Marshall Airport). This exciting partnership aims to enhance the appeal of Annapolis and Anne Arundel County, boosting tourism for visitors, partners, and the local community.
The campaign, set to captivate BWI from June onwards, spans 16 months. As passengers arrive and make their way to baggage claim, they will encounter the ‘Visit Annapolis & Anne Arundel County tunnel’ in the Concourse, immersing them in the vibrant attractions of Annapolis, Maryland. This unique experience will expose millions of travelers to the charm and allure of the destination.
With 26.2 million passengers served in 2023, BWI stands as the busiest airport in the region. VAAAC’s captivating out-of-home campaign utilizes a variety of eye-catching displays, including expansive tension fabric displays, illuminated versions, wall graphics, and wide-format vinyl graphics adorning the glass panels of the ground-level escalator. This immersive approach ensures that passengers are consistently exposed to the campaign’s message throughout their journey.
“We are proud to partner with Visit Annapolis on this innovative and immersive brand takeover of Baltimore/Washington International Thurgood Marshall Airport,” said Morten Gotterup, president, Clear Channel Outdoor, Airports Division. “Our team worked very closely with the Visit Annapolis team to develop a one-of-a-kind ad campaign that will blanket the airport and captivate passengers as they travel through one of the busiest airports on the East Coast. As the bustling summer travel season just kicked off, it couldn’t be a more opportune time for Visit Annapolis to activate this campaign to drive awareness of what their beautiful city has to offer visitors from all over the world.”
“Expanding our tourism footprint at BWI Marshall Airport marks a significant milestone in our mission to highlight the unparalleled charm and experiences of Annapolis and Anne Arundel County,” said Kristen Pironis, executive director of VAAAC. “Through this bold marketing campaign, we are poised to capture the hearts and imaginations of the 27 million travelers passing through the airport annually. Leveraging this opportunity not only enhances our destination’s visibility but also underscores our commitment to creating a welcoming destination for all.”
This exciting campaign comes at a time of record-breaking travel numbers. On Sunday, June 23, a new record was set for air travelers passing through U.S. airports, with 2,996,193 individuals screened by TSA. With the upcoming Independence Day holiday, TSA forecasts that this record will soon be surpassed, expecting to screen over 3 million people in a single day for the first time. Additionally, it’s projected that a record-breaking 5.74 million people will fly to their destinations for July 4th celebrations. This summer, U.S. airlines are poised to transport a record-breaking number of travelers. Projections indicate that U.S. carriers will accommodate approximately 271 million passengers globally between June 1 and August 31, marking a 6.3% increase from the previous summer’s figures and surpassing the previous record of 255 million passengers. To meet the heightened demand, U.S. airlines plan to expand their services, scheduling over 26,000 flights per day this summer, which reflects an increase of nearly 1,400 flights compared to the previous year.
Beyond the airport, VAAAC will further extend the reach of its campaign by utilizing Clear Channel Outdoor billboards across the Baltimore Metro area. This strategic move will ensure that their messaging resonates with local consumers and travelers beyond the airport premises, amplifying the campaign’s impact and promoting the unique appeal of Annapolis and Anne Arundel County to a broader audience.
