Horizon Air Seattle to Portland
VP-Mktg. & Comm.
Mgr.-Mktg. & Devel.
Chrmn.-Exec. Creative Dir.
Sr. VP-Exec. Creative Dir.
Group Creative Dir.
Art Production Mgr.
Sr. VP-Media Services
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
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.