New multi-channel campaign points out that any reason is reason enough to book your next adventure through Dulles.
WASHINGTON, D.C. — Hart recently launched an innovative campaign, “Because Reasons,” designed to give people an excuse, or a reason, to book their next international adventure through Dulles International Airport. Hart, a brand transformation agency, developed the fun and strategic campaign in collaboration with the Metropolitan Washington Airports Authority (MWAA).
Building off the success of Hart’s last campaign, which helped Dulles become the fastest-growing international gateway airport in the United States, the new campaign pulls you in with nostalgic travel poster-style illustrations from artist Pietari Posti. Luggage tags then convey a playful “you know you want to” tone that translates to different audiences, including families, solo travelers and business travelers.
Hart also made media recommendations based on emerging trends that leveraged seasonal planning and situational factors, which can spark interest in premium international travel. Messaging centers on audience traveler needs and timing, as well as environmental triggers during periods of higher receptivity. For example, weather-triggered messaging like “Because the rain won’t go away, but you can,” and rush-hour lines like “Because traffic isn’t your jam.”
Running through December 2024, the campaign employs a comprehensive media mix, including mobile billboards, streaming audio, OTT (over-the-top) video, social media and search ads.
Creative Assets: From eye-catching outdoor billboards across the D.C. metro area to engaging digital and social media content, the “Because Reasons” campaign combines visuals that capture the excitement and necessity of international travel.
Multiplatform Approach: The campaign spans multiple touchpoints, including outdoor advertising on bus shelters, bus wraps, digital display ads and targeted video streaming across platforms such as YouTube and Amazon Prime Video.
Localized Strategy: Focused on the D.C. region and nearby northern Virginia and Maryland, the campaign is designed to reach commuters, residents and tourists alike.
“Most of us on the Hart team have a very real love of international travel. If you have that passion, you’re sure to have your reasons, however logical or illogical they may be. Any reason is valid,” said Hart Creative Director Dan Marvin. “Like the fact that there are more nonstop destinations out of Dulles International than anywhere in the region – that’s a reason.”
“This campaign combines strategic media and creative storytelling to engage travelers and showcase the benefits of choosing Dulles. We had a blast personifying Dulles as that fun friend you want to travel and hang out with.”
Assets from the campaign, including video, streaming audio, out-of-home and in-stadium can be viewed here: https://www.dropbox.com/BecauseReasons
About HartHart is a full-service, independent brand transformation agency with offices in Washington, D.C., and Toledo and Columbus, Ohio. Fueled by data and creativity, we move people from apathy to advocacy through the design and deployment of empowering, unified brand experiences. We exist to move brands to better places for a better world. Together, we make Every Day Greater.