Duluth International Airport
First Class, Closer to Home
-
When we partnered with Duluth International Airport (DLH), they had just opened a modern new terminal—full of the amenities and comforts travelers expect from large hubs. But even with the upgrades, a key perception issue lingered: why fly out of Duluth when it’s often cheaper to drive to Minneapolis? The challenge was clear—reframe the value of DLH not around price, but around experience. How do you convince travelers that convenience, comfort, and a personal touch are worth the extra cost?
-
We began by presenting DLH as the region’s best-kept secret—a first-class airport experience without the hassle. Sleek visuals and refined messaging highlighted the terminal’s new features: short lines, close parking, and quick walks to the gate. But we knew convenience wasn’t the only selling point. Over time, we layered in content that made DLH feel human, local, and connected.
On social media, we grew engagement with interactive elements like surveys, travel giveaways, and a beloved mascot: Captain Stephen, a life-size pilot cutout who "traveled" with passengers and showed just how far DLH could take you. We amplified community pride by sharing stories about the airport’s economic impact, regional partnerships, and role in local recovery during the COVID-19 pandemic. During lockdown, our tone shifted to match the moment—compassionate and grounded, reminding people that when they were ready to travel again, DLH would be ready too.
Through every touchpoint, we positioned Duluth International not just as a place to catch a flight, but as a gateway to possibility—rooted in the region and designed for real life.
-
Over several years, DLH saw steady growth across key metrics: increased ridership, rising social media engagement, and improved public perception. Travelers began to see the airport not just as a convenient option, but as a smart one—one that respected their time, cared about their experience, and offered a more enjoyable way to start a journey. DLH earned its spot as more than a regional airport. It became a regional asset—and a brand people felt proud to fly with.
-
Role: Creative Director, Account Manager, Art Director, Concepting
Agency: Swim Creative
Copywriters: Scott Mylin, Gia Bellamy, Andy Bennett, Stephanie Dunaiski
Graphic Designers: Cody Paulson, Tyler Johnson
Videographers: Happy Tree Productions, Old Saw Media,
Photographer: Jack & Nate Rendulich
The Art of Flight
After the opening of the brand-new terminal at Duluth International Airport, a fresh brand identity was developed to showcase the elevated travel experience. The goal was to invite the public to explore the space and discover its modern amenities. With sleek visuals and a refined tone, the brand positioned the airport as a first-class experience—from curb to gate—without the crowds or chaos of a major hub.
Region on the rise
This campaign was created to highlight the vital economic role Duluth International Airport plays in the regional community. Centered around a compelling video, it showcased how the airport supports jobs, drives tourism, and connects the Northland to the world. The piece served as a powerful opener for community presentations, setting the stage for deeper conversations about the airport’s value and future impact.
Above & Beyond Campaign
The Above & Beyond campaign was developed to establish a shared standard of excellence for customer service at Duluth International Airport. It aimed to align all on-site companies around a common goal: delivering exceptional, friendly service to every traveler. At the same time, it helped shape traveler expectations—reinforcing that they could count on a consistent, high-quality experience from the moment they arrived.
Wish you were here
During the COVID-19 lockdown, we launched a campaign to reassure the public that Duluth International Airport was committed to safety when the time was right to travel again. The messaging struck a balance between empathy and optimism—acknowledging the pause while building excitement for future adventures. It reminded travelers that when they were ready, the airport would be ready too—safe, prepared, and eager to help them see the world again.
