Previous marketing materials for the Milwaukee Mitchell International Airport promoted nonstop flights by displaying large cityscape scenes and landscape imagery. However, this travel imagery did not feel personal or effectively tell a story. To change the perspective, all campaign materials focused on the love to travel and how the love of travel could be different for each individual. Personas were developed in headlines to connect viewers to the ads, some of these included “The History Buff,” “The Summit Seeker,” “The City Slicker ,” and “The Sightseer.” To match this new language, the imagery became more focused on individuals and close up shots of iconic elements of the location. 

Art Director: Mackenzie Schmitt
Copywriter: Kimberlee Jacobson
Creative Director: Garth Cramer
Agency: Boelter+Lincoln