The app for Miami International Airport (MIA) is one of the most sophisticated available, taking advantage of beacon, geo-fencing, and Bluetooth technology. The challenge was to let travelers know the app is available. In solving that problem, MIA has taken first place in the Digital Advertisement” category of PR Daily’s 2016 Video Awards.
MIA Airport Official connects passengers quickly and easily to more than 100 airlines, 200 concessions, and a variety of other information and services all geared to work more like a personal assistant than a typical airport app. The MIA communications team created a short video clearly articulating its benefit.
To make sure the right people saw it, the video was repeatedly played on 130 in-terminal CNN channels, where it would be exposed to travelers waiting to board their flights. The video was also shown via social media channels, MIA’s website and a variety of trade shows and conferences.
All this led to a 15 percent increase in downloads of the app. The video itself is fast moving and representative of the vibrant feel of the city of Miami as well as the airport. The entire package—the video and how it was presented—are a model for getting information into the right audience’s hands in order to drive a measurable behavior.
Congratulations to Dickie Davis, Cristina Armand, Jessica Marin, Adriana Pastor, and Richard Etienne.