ATLANTA — Georgia State University’s “Travel Like a Panther” marketing campaign has been recognized with leading industry awards for its effectiveness, creativity and execution.
The “Travel Like a Panther” campaign combines strategic admissions advertising messaging, unique and useful branded facemasks and in-person and online components to generate community connection and reputational awareness. As the Federal Aviation Administration lifted facemask restrictions, Georgia State pivoted to sleep mask giveaways, telling travelers that "everyone deserves a catnap.”
At December’s Media Plan Awards presented by the Out of Home Advertising Association of America (OAAA), the leading trade group in the industry, Georgia State and its partner Clear Channel Outdoor - Airports won a Silver Award for “Travel Like a Panther.”
“Our industry continues to demonstrate excellence and innovation and that was clearly evident in this year’s winning campaigns,” said Anna Bager, president and CEO of OAAA. “My congratulations to all of the award winners for their ingenuity, the value they bring to consumers, and the examples they set for all of our members, along with their clients and partners.”
“Travel Like a Panther” also received a bronze Circle of Excellence Award from the Council for Advancement and Support of Education (CASE) as well as a Best of CASE District III Award for marketing.
The concept, developed within Georgia State’s Division of Public Relations and Marketing Communications (PRMC), focuses on Hartsfield-Jackson Atlanta International Airport’s T-Gate — the busiest gate in the world’s busiest airport — and featured advertising displays and an in-person launch event involving the Pounce mascot, Georgia State cheerleaders and university President M. Brian Blake.
The effort not only promoted the university’s unique qualities and national rankings, it also increased mask usage and allowed passengers to scan a QR code to order an additional Panther mask for free. The university distributed thousands of masks to travelers who opted in to receive university news and future ad campaign messages.
“Instead of creating an airport campaign that only broadly promoted the university, we created a campaign that engaged our audiences and surprised and delighted travelers,” said Andrea Jones, vice president of PRMC. “Our entire team does amazing work every day and to be recognized by our peers with awards like these is an affirmation of that talent, creativity and hard work.”