When Marriott launched the redesigned Springhill Suites, we positioned the short-stay business hotel as "Style and Space. Beautifully priced." To bring the campaign to life, we wanted to immerse business travelers in the ethos of the campaign. To do that, we used the hotel's bold new aesthetic to transform the most nerve-wracking part of travel: Airport Security. In the first ever collaboration between TSA and a brand, we took over a security checkpoint at Dallas Ft. Worth Airport and made the experience unusually pleasant.
We started at Dallas DFW and then expanded the experience to include 5 more airports over a 3-year period creating over 7 million positive engagements.
In total the project has generated millions of experiential impressions and yielded expansive media coverage at launch, including a live segment on ABC’s Good Morning America and write-ups in the Wall Street Journal and other national dailies.
The experience was so differentiating that airlines had to assign personnel to assure passengers that the experience wasn't reserved for first class travelers only. TSA Officers nicknamed the area "Club TSA" and requested more transfers to our experience than any other checkpoint at the airport.
As part of the campaign roll-out, we also produced a brand video that was integrated into our airport activations as well as being distributed across all owned channels.