Case Study
Denver International Airport
CLIENT: DENVER INTERNATIONAL AIRPORT
SCOPE: AGENCY OF RECORD
CAMPAIGN: THE DEN FILES
The Situation
How do we make the hassle and disruption of the Great Hall renovation a positive and enjoyable experience for passengers?
This isn’t your typical airport experience. We set out to create construction signage that engages, informs, and piques the interest of those who walk by. Leaning into the crazy conspiracy theories surrounding DEN, we created a whole new personality through the DEN Files.
The Approach
Building Belief One Conspiracy Theory At A Time
For decades, the airport’s underground tunnels, strange artwork, and infamous blue horse fueled some of the internet’s favorite conspiracy theories. As the Great Hall renovation put construction front and center, passengers had questions. So instead of hiding the disruption, we made it part of the story.
Summary
When we didn’t spend a penny on paid media but generated 704,739,069 impressions, valued at over $8 million. Plus, our talking gargoyle reached over 67 million people for a publicity value of over $1.9 million and was covered in 700+ new stories.
Results
“The Most Clever Ad Campaign of the Year” Travel + Leisure
The DEN Files immediately caught traction, even being dubbed “the Most Clever Ad Campaign of the Year.”
Articles Secured
Impressions
Campaign Spend
Revenue Generated
