How Miami International Airport reaches—and teaches—harried travelers

The airport’s content strategy offers lessons for communicators keen on cutting through the clutter for busy colleagues or customers.

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Air travel is among our most stressful undertakings.

Just the thought of navigating ground transportation, parking, rental cars and the ticket desk is enough to cause an icy sweat. Then there are those dreadful lines, the baggage scanner and perhaps a nice pat-down from a stranger.

Can you feel your blood pressure rising?

Amid this nonstop cauldron of activity, the high-flying communications and digital marketing team at Miami International Airport saw an opportunity. You might not think the U.S.’s busiest airport for international freight and one that served 45 million travelers last year would be an ideal setting for a content campaign, but that’s a lot of eyeballs—and a lot of messaging potential.

“We’re challenged, because we basically have to humanize a building,” says Cristina Armand, digital marketing manager at Miami International Airport. “By using different storytelling techniques to reach different audiences, we can get out key messages in a more relatable and effective manner that resonates with our passengers and stakeholders.”

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