Turning heads with ‘Airheads’

By lūquire
Our ‘Airheads Welcome’ campaign for the Sullenberger Aviation Museum‘s grand opening launched this spring and “took off” in a big way (airplane pun – can’t resist).
We think this quote from Muse by Clios sums it up pretty well:

“[the initiative] manages to feel goofy, memorable and just self-aware enough to entertain. It works because we all have private passions and interests that zip through our brains and distract us from pop flies, spreadsheets and the sundry other really truly important stuff of life that’s so darn vital.”
Muse by Clios

Wins

In true lūquire fashion, we heard our client’s goals for reach, awareness and ticket sales, and worked with them to set even bigger ones. And, leaning into that ambition paid off. Here are some early results:

• More than doubled SAM’s original goal of 500 million impressions, securing 1.7 billion impressions across 178 unique mentions.
• Drove sales of more than 22,000 tickets through the paid campaign, surpassing our goal of 12,750 tickets – including a one-day sellout of opening-day tickets.
• Beat campaign benchmarks with 32.2 million total paid impressions, 6.5 million video views, 171,000 clicks and a 0.97% CTR.
• Generated more than 12 million total impressions with out-of-home assets
• Secured high-quality coverage in every major Charlotte outlet (Axios Charlotte, Charlotte Business Journal, WFAE and every broadcast channel); in aviation trade publications like Simple Flying, Flying Magazine and the “Airplane Geeks” podcast; and in CBS Saturday Morning, PEOPLE Magazine, Business Insider, Lonely Planet and News Nation, among others.

Learnings

Through our research we uncovered strategic opportunity to highlight the 32-year-old museum’s identity as a true economic development resource for the community, providing a pipeline for STEM learning and training opportunities through the lens of aviation and inspiring the next generation of innovators (so much more than “just” a collection of historic aircraft).
We also leaned in to the power of FUN as we integrated efforts across all disciplines to ensure maximum impact and reach for the creative work.

Campaign Coverage

We’re thrilled for SAM’s success and earned recognition. We’re also proud to have our ad industry experts spotlight the work. Check out this roundup of some of the placements we “landed” (seriously, can’t help it).

more wins + learning...

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We got to play hero to our heroes for a few gratifying moments and, boy, was it Bo Time!
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