Brand Awareness Campaign

1.68 million passengers departing and leaving in 2013 up by 15 percent over 5 years earlier


Dane County Regional Airport (DCRA) in Madison, Wisconsin sought to reinforce top-of-mind brand awareness among area leisure travelers, reminding them that flying out of Madison is more relaxing, convenient and sensible than driving to faraway big city airports. As the result of an RFP process, DCRA awarded AFFIRM (formerly Staples Marketing) a five-year contract to execute the campaign beginning in April 2012.


In May 2012, AFFIRM launched its first brand awareness campaign for DCRA called STOP THE SCHLEP!  The new campaign, which used humor to point out the costs of “schlepping” to a faraway airport when you can fly out of Madison instead, featured radio, print, online and outdoor advertising, as well as a campaign microsite – AFFIRM also executed a complete redesign of the airport’s main website,


1.68 million passengers departing and arriving in 2013 up by 15% over five years earlier.

4.2% traffic increase from 2012 to 2013.

845,123 passengers in 2013 (2nd highest in DCRA history) in first full year of the campaign.

Multiple Airports Council International – North America (ACI-NA) awards for advertising excellence.

Gold ADDY Awards presented by the American Advertising Federation for the STOP THE SCHLEP campaign and website update.

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