 |
Case Studies / Airport Authority - World Runway
Memphis-Shelby County Airport Authority Opens World Runway
THE SITUATION
The Memphis-Shelby County Airport Authority (MSCAA) asked for assistance in a public ceremony to open its new two-mile-long World Runway. The goal for the culmination and announcement of this 3-year project was to draw positive attention to the Memphis airport's position as the #1 on-time hub airport, the world's largest air cargo airport, and the largest generator of jobs and taxes in Tennessee. Funded by local, state and federal dollars, the $110-million World Runway would allow fully loaded, wide-bodied aircraft to fly nonstop to most of the developed world from Memphis, Tennessee.
THE SOLUTION
Create a memorable event that would be well attended and publicized, while capitalizing on the economic impact and viability of the Memphis International Airport and the new runway. In conjunction with a committee of airport officials, Federal Aviation Administration representatives and FedEx and Northwest Airlines executives, Thompson & Berry developed and executed a special event/press conference simulating the interior of a jet inside an airplane hangar and organizing heavyweight keynote speakers. Invitations were created in the form of a passport, as guests were invited to participate in the new runway's "inaugural" flight. Upon arrival, attendees were ushered through a departure gate into the mock aircraft where they were seated and served by airline attendants. The program included an introduction from the flight captain, a state-of-the-art video production on the history of aviation in Memphis, messages from keynote speakers including both local and national political figures, and a musical presentation from the Navy Band. The program concluded with an airplane confetti drop and a computer-simulated landing on the new runway.
THE RESULT
Over 1200 participants attended the grand opening ceremony, including all major local media, both broadcast and print. Press releases were sent to over 8,000 media outlets and trade journals. Press coverage and publicity included 38 television news stories, five front page newspaper stories with color photographs, editorials, a Q&A with the U.S. Secretary of Transportation, and trade publication features.
