AFFIRM Produces Full-Scale Branding & Media Campaign in One Week

(Pewaukee, Wis…April 29, 2020) When long-time client Dane County Regional Airport (DCRA) decided to quickly move forward with their planned drive-through light show to entertain people stuck inside during quarantine, AFFIRM created an entire branding and media campaign in a week! DCRA, Madison, Wisconsin’s commercial airport, serves travelers with over 20 non-stop destinations throughout the country. With access to International Lane, the airport access road with capacity to host a display, Dane County and airport leaders thought a large-scale light display could be a great way to utilize the space while traffic is slower due to the pandemic.

AFFIRM quickly jumped into the project, partnering with both the airport and Traditions Lighting, who handled the show logistics. Within days, the agency brainstormed the show’s name FLIGHT OF LIGHTS, and created a full brand representing the light show. Branding materials created included the logo, digital, print, and billboard ads. The agency also wrote and recorded a radio script, designed and printed event signage, and created an event microsite (check it out here: In addition to these creative assets, AFFIRM also handled the social media campaign, assisted in the media conference, and placed all local media. Typically, a campaign like FLIGHT OF LIGHTS could take months to plan and execute, but AFFIRM and its partners wanted to surprise and delight residents quickly.

FLIGHT OF LIGHTS has been a tremendous success with hundreds of cars driving safely through to see the display nightly. The event has also received national recognition from media outlets such as CNN, People Magazine and Travel & Leisure. Because of its popularity, the airport is excited to make FLIGHT OF LIGHTS an annual event to welcome in the Spring. To see it this year, the show runs through Sunday, May 10 nightly from 7:30 p.m. – 11:30 p.m.

AFFIRM is a full-service marketing communications agency with headquarters in Pewaukee, Wisconsin. The agency serves local, regional and national clients in Business-to-Business and Consumer markets and has special expertise providing transit, transportation and health benefits marketing and communications. For more information, call 262-650-9900, or visit


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