Campbell Picks Up a Pair of Maryland Airports | Adweek
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Campbell Picks Up a Pair of Maryland Airports

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The Maryland Aviation Administration has awarded marketing duties for the Baltimore- Washington International Airport and the Martin State Airport to The Campbell Group.

The Baltimore shop bested Dan Rosenthal Co. of Bethesda, Md., and Yesawich, Pepperdine & Brown in Orlando, Fla., to win the account, projected at $8.4 million over the next three years.

Eisner Communications, the Baltimore incumbent since 1996, did not defend the business.

"One of our core specialties is travel and tourism," said Campbell creative director Andy Dumaine. "And the rfp asked for an agency with international experience, which syncs up with our Intercontinental Hotels and Resorts account."

In the review, however, client demands centered on developing a strategy that would increase volume on public transportation systems serving BWIA, which vies with Ronald Reagan Washington National and Washington Dulles International Airports for both passengers and cargo.

Campbell, which had previously handled marketing duties for Dulles and National Airports, was familiar with the relevant issues.

"Our research uncovered a difference in attitude toward public transportation," said Dumaine. "In Washington, the system is more robust and there's a willingness to use public transportation. In Baltimore, there's less traffic congestion, so people stick with their cars."

That insight led to Campbell's winning strategy—a two-pronged marketing message.

"In Washington, we'll promise convenience to commuters," said Dumaine. "In Baltimore, public transportation is the cheapest way to get to the airport.

The shop's first efforts, typically television and outdoor ads, are scheduled to break in September.

Martin State Airport, which offers fueling and maintenance services, competes with other general aviation facilities.