Case Study
Rhode Island T.F. Green International Airport
CLIENT: RHODE ISLAND T.F. GREEN INTERNATIONAL AIRPORT
SCOPE: BRAND IDENTITY
CAMPAIGN: LESS BS THAN BOS
The Situation
PVD is consistently ranked as one the U.S.’ top ten airports according to Conde Nast Readers Choice Awards. However, when compared with competitors, it wasn’t rebounding post-COVID, in regards to load factors (and most notably vs. nearby Boston Logan International Airport).
The Approach
With a client who wasn’t afraid to have a cheeky dig at their neighbors in Boston, we sought out to viscerally tap into travelers’ frustrations with the status quo airport experience and position PVD as the simple, elevated, and effortless solution to their air travel woes.
Summary
How do we steal passengers away from a major U.S. airport (ahem, Boston Logan International) and send them to the more accessible but less known PVD?
We leaned right in with headlines such as “Less BS than BOS” and “Say Nogan to Logan,” demonstrating that PVD was the smarter, less-stressful choice.
Prior to working with KHM, the airport’s marketing efforts largely focused on convenience and service offerings. PVD was overdue for a big push to fill seats by winning hearts, not just minds. It was time to make T.F. Green a beloved point of pride for New Englanders and develop brand love.
Most notably, PVD was named “Best U.S. Airport” by Travel + Leisure in 2025.
Results
Load Occupancy
Increase in Non-stop Routes
