Home to one of the nation’s busiest airports—Seattle Tacoma International Airport (SEA)—and major cruise and container operations, connecting the United States to Asia, Europe and beyond
The future of travel takes off here
Creative strategy
Content development
media strategy
Video production
animation
impressions across digital, radio, print, partnerships, and community media
new email subscriptions
email CTR
(nearly 2x benchmark)
new visitors to website
skippable in-stream YouTube view rate
(2–3x industry benchmarks), driving 1.67M completed views
average Meta frequency—consistent exposure without oversaturation.
Background
The Port of Seattle’s Upgrade SEA initiative is a $4.4 billion, multi-year transformation of Seattle-Tacoma International Airport, reimagining the airport from curb to gate. With major concourse expansions, roadway improvements, and modernization of key traveler touchpoints, this hugely complex project touches nearly every part of the airport—creating an inevitably disruptive experience for travelers. Our goal: communicate the long-term benefits, manage expectations, build positive sentiment, and grow FlySEA Newsletter signups among King County constituents who care about public works, innovation, and the future of air travel.
What We Saw
Construction can frustrate travelers, and traditional messaging often misses the bigger picture: these projects aren’t just repairs—they’re the foundation of a smarter, smoother, more sustainable airport. By meeting travelers on their level—with clear, honest, human communication that feels real rather than corporate—and by being proactive and engaging, airports can explain not just what’s happening, but why it matters. Highlighting tangible benefits, visible progress, and the direct impact on the traveler experience helps transform potential frustration into understanding, trust, and even excitement.
What We DID
Centered on the idea “Real Talk: Progress Takes Time,” we created a campaign that made upgrades tangible, relevant, and genuinely exciting for travelers and the community. Live-action footage blended with futuristic overlays and dynamic motion let viewers glide through evolving spaces, turning disruption into visible progress. Each expansion—roadways, terminals, and behind-the-scenes systems—became a visual “wow moment,” revealing how today’s construction delivers tomorrow’s smoother journeys at Seattle–Tacoma International Airport.
Deployed across Meta, Reddit, display, print, and short-form motion, the campaign replaced frustration with understanding and built confidence in the Port’s long-term vision. The result: stronger public goodwill, increased awareness of the benefits behind the disruption, and a clearer connection between near-term inconvenience and lasting improvements for the region. This wasn’t just a story about construction—it was proof that progress is underway now, and that the Port is delivering a better travel experience for everyone it serves.
