Taking Off in a Flight of Lights
Dane County and Dane County Regional Airport had been discussing the possibility of a drive-through light show at the airport but hadn’t acted on it. With the advent of the Covid-19 pandemic and stay-at-home order, the County and airport decided to quickly move forward with the idea in order to give families a safe, socially distant activity to attend and give people another reason to check out the airport during a time of cancelled flights and record-low travel.
The Results
Typically, a campaign like this could take months to plan and execute, but AFFIRM quickly jumped into the project and within days developed the show’s name and brand, FLIGHT OF LIGHTS. Marketing materials created included logo, digital, print, and billboard ads. The agency also wrote and recorded radio commercials, designed and printed event signage, and created an event microsite, www.flightoflights.com.
FLIGHT OF LIGHTS was a tremendous success with over 400 cars driving safely through to see the display on its first weekend, and thousands more over its full 3-week run. The event also received national recognition from media outlets such as CNN, People Magazine and Travel & Leisure. Because of its popularity, the County and airport have decided to make FLIGHT OF LIGHTS an annual event to welcome in the Spring.
