A major US airline set out to build a communication playbook for its five hub cities, one that could talk travel like a local and capture what it feels like to land back home.
Work
Work
I brought together a Cultural Council of 25 locals, five in each city, from journalists and food bloggers to sports marketers, comedians and a film critic, and briefed them to surface the tacit knowledge only locals hold.
The work was developed into a guide for each hub, built on the city's shared codes and narratives: the radio jingle everyone can sing, the stretch of traffic that always sucks, the stories people tell about their sports teams, plus the restaurants, underground spots and other big companies in town.
Each guide closed with the actionable side of the communication playbook: how the airline could become a welcome part of the community in that city.