THE CHALLENGE
TSA needed to drive enrollments in their expedited passenger processing program, TSA PreCheck®, ahead of high-traffic summer and holiday seasons. As a bridge contract, the campaign strategy, media plan, and creative had to be turned around in a short four-week window.
OUR SOLUTION
Montage created a national, surround-sound advertising campaign in seven priority media markets.
We began by gathering a holistic understanding of TSA’s target audience and their awareness, perceptions, and relationship dynamics with the PreCheck® program. Having defined the audience profile of frequent travelers, Montage determined the most effective media to deliver campaign messages.
We negotiated and secured media placements and developed and distributed high-impact creative across radio, out-of-home, search engine, display, digital video, and paid social. Traditional media laid the foundation for awareness by exposing frequent travelers to campaign messages in situationally relevant moments. Digital media then supported and reinforced, driving audiences to the TSA PreCheck® website for education and enrollment opportunities.
THE RESULTS
- Generated 1.2 million TSA PreCheck® enrollments, a 29% increase over the same period the previous year.
- Achieved 30-40% savings on media buy relative to rate card rates, providing significant cost-savings to TSA.
- Secured $200,000 of value-added media during a much-anticipated Super Bowl reaching ~100 million viewers.
