Situation

Kaiser Permanente wanted to highlight their leading role as the preeminent healthcare organization within the Mid-Atlantic region. Dulles International Airport serves over 21 million passengers annually with customers originating throughout Northern Virginia and the metro Washington DC area; many of which represent business leaders, heads of households and key decision makers.

Tactics

Transform the 2 miles that represent the main terminals into an immersive Kaiser Permanente sponsored walking/fitness trail experience that includes insightful messaging to reflect healthy travel tips and stress reducing exercises. We worked with MWAA and Clear Channel Airports to identify dramatic, non-traditional media locations that include:

• 45 floor graphics throughout Terminals A, B, C and D
• 20 oversized Columns
• Walking Path directional signs
• 2 high impact Rainbow Walls
• 8 Airport Directory TFDs
• 19 Phone Board TFD’s in high traffic gate hold areas
• Round Trip, Departures and Concourse digital
• Integrated Social Media campaign to amplify messaging beyond the airport footprint

Results

The positive response from travelers and airport employees on this new airport experience has been overwhelming and Kaiser Permanente recently renewed for another annual term. It has become commonplace to see both business and leisure travelers stop in their tracks to do 10 deep knee bends in front of one of the Rainbow Walls or text to retrieve healthy travel tips to their mobile phone.

“The Metropolitan Washington Airports Authority is thrilled to partner with Kaiser Permanente Mid-Atlantic on our new health and wellness sponsorship. This union will not only enhance the passenger experience at Washington Dulles International, but call the everyday traveler to action by encouraging a personal commitment to health and physical well-being. AMI was able to design a footprint that complements the physical layout of the airport and aligns with our priorities to provide an enjoyable airport experience to our millions of visitors each year.”

MWAA Vice President of Marketing and Consumer Strategy, Chryssa Westerlund: