Horizon Air Seattle to Portland
Shuttle
Metro
HORIZON AIR
Dan Russo
Clint Ostler
WONGDOODY
Tracy Wong
John Schofield
Matt McCain
Nick Hunt
Bryce Simpson
Mark Watson
James Whittington
Jerry May
VP-Mktg. & Comm.
Mgr.-Mktg. & Devel.
Chrmn.-Exec. Creative Dir.
Sr. Dir.-Creative
Sr. Dir.-Creative
Dir.-Client Partnerships
Assoc.-Client Partnerships
Assoc. Dir.-Creative
Bdcst. Editor
Sr. Dir.-Media
METRO
SCHUPP CO.
Jim Mayfield
Anthony Simmons
Kevin Koestner
Lindsey Allen
Katie Sinnwell
Mark Quevreaux
Ranae Reehten
Ray Ruzicka
Keith Myers
Eluka Moore
Sr. VP-Exec. Creative Dir.
Group Creative Dir.
Art Dir.
Art Dir.
Writer
Art Production Mgr.
Project Mgr.
Sr. VP-Media Services
Media Planner
Acct. Super.
THE SLOG
The three-hour drive between Seattle and Portland is awful. As bad
as it is, most people would still rather drive than fly. To convince
business travelers to give the Horizon Shuttle a shot, the drive
was branded “The Slog,” a near-forgotten chapter in transportation
lore billed as the longest three-hour drive in American history.
Over the five-month campaign, 84,338 more passengers flew the
shuttle compared to the previous year. The $300,000 campaign
generated almost $8.5 million in incremental revenue during the
campaign period.
DECONGESTANT M
When Missouri shut down a large portion of Interstate 64, St. Louis
commuters faced major congestion and headaches. Metro, the
operator of the public transportation system, saw an opportunity to
position itself as the answer to congestion problems. The best way
to get rid of nasty congestion? A decongestant, of course. The
campaign, using many non-traditional mainstream media,
turned Metro into a consumable good in the form of a
faux-medicinal remedy, “Decongestant M,” and helped
increase awareness and ridership.
