Background
Since the dawn of the jet age, Teague has collaborated with The Boeing Company and Airlines around the world to create some of the most powerful and recognized designs in commercial aviation. Over the past decade, the company’s work focused primarily on in-cabin innovation aimed at improving product performance and efficiency. With an interest in growing its aviation offer beyond product to experience and service design, Teague looked for creative ways to observe, engage and listen to the market.

Opportunity & Approach
Teague’s Take Travel Back campaign was built on bringing the public into a conversation around solving passenger pain points and the large-scale problems associated with modern-day travel. As part of the Take Travel Back campaign, we launched a website that encouraged people from all over the world to share their travel stories, insights, and ideas to help inform product and service concepts. To drive traffic to the site we created a kit of posters, postcards, and travel stickers harkening back to the golden age of air travel that prompted recipients to visit the website and share their ideas for ushering in faster, smarter, more enjoyable ways to get places.

As part of the campaign, we offered a cash prize for the most original and compelling idea to improve the travel experience. The winning idea was selected by a jury of well-known travel experts including Mary Kirby, Editor-in-Chief, APEX magazine; Greg Lindsay, author of “Aerotropolis: The Way We’ll Live Next” and Anthony James, Editorial Director, Aircraft Interiors International magazine.

Outcome
Thousands of people from around the world visited the Take Travel Back website, and hundreds submitted product and service ideas. Teague leveraged insights from the campaign to better understand travelers’ needs and concerns, and identify opportunities for innovation across the passenger journey. Combining digital tactics like content marketing with traditional tactics such as direct mail and PR, we were able to reach our audience within different channels and target our messaging effectively.

My Role
—Brand & Communications Strategy
—Brand & Key Message Development
—Marketing Campaign Development
—Copywriting & Content Creation
—Social Media Strategy & Campaign Development
—Media Relations