The McGhee-Tyson Airport is conveniently located in Blount County, nestled between the foothills of Maryville and the city of Knoxville. Blount County wanted to capitalize on the incoming traffic and encourage them to visit their quiet town at the base of the smokies.
They reserved several boards for a new ad campaign that highlights the best things Blount County has to offer in terms of quality of life and workforce. We started with a focus on their major drivers: brew culture, outdoor adventure, water activities, and career opportunities.
Because the boards are located in the upper and lower lobby of the airport, we wrote copy with a spin on airplane terminology. After we created a look and feel that showcased individuals against a vibrant backdrop, it was time for a photoshoot!
We wanted to photograph our own talent, giving us more modularity with poses, props and staging. We also wanted to represent the diversity and inclusion of Blount County by choosing models of different race, ethnicity and abilities; so casting was more of a labor of love to find the right cultural and diverse fits that represent life in the area for real people.
Both teams are pleased with the final product, and we can’t wait to continue the work and relationship! Stop by the airport to see the boards up close and personal.