An Innovative, Interactive Experience Takes Flight for BWI Marshall Airport
A redesigned and reimagined website experience for 26 million passengers of BWI Marshall Airport took flight, as Weber Shandwick launched a new brand initiative to secure BWI’s spot as the busiest airport in the Baltimore-Washington region.
THE CHALLENGE
In creating a new website that would answer questions, soothe nerves and help travelers explore and easily navigate BWI’s many services and amenities, Weber Shandwick set out to address passenger needs head-on. As travelers through any airport would attest, the passenger experience can leave them harried, distracted, stressed, sometimes lost and always crunched for time.
THE SOLUTION
Initial discovery included a deep analysis of the passenger travel journey across business, family and international audiences — and the integral role of a well-designed and easily navigated website experience in delivering on BWI’s brand promise: Easy come, easy go. We married functionality and form to create a visitor experience that would go well beyond a marketing billboard or set of functional tools. A combination of mapping and intuitive search features — all wrapped in an innovative yet clean, simple and elegant design — would ensure that travelers would be served a comfortable and rewarding website experience while helping them safely on their way. Intuitive flight status data, real-time parking information and an innovative wayfinding tool powered by data from third-party sources were all built on a platform architected around optimization and mobile load times.
THE RESULTS
After initially attracting 300,000 net-new visitors upon launch, the new BWI Marshall Airport website continues to deliver that volume of visitors each month as the airport’s passenger counts continue to set new records. Reflected throughout the new website is the airport’s commitment beyond just helping passengers make their flights — it delivers a high-quality traveler experience through convenient navigation and access to a continually expanding array of restaurants, retail and passenger services.
Work with Us
Let us help you solve the challenges facing your company or organization. Email us at: hellobaltimore@webershandwick.com
Weber Shandwick is a leading global communications firm that delivers next-generation solutions to brands, businesses and organizations in Baltimore and major markets around the world. Led by world-class strategic and creative thinkers and activators, we have won some of the most prestigious awards in the industry.
