Rhode Island T.F. Green International Airport
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?
The Challenge.
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 Solution:
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.
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.
The Insight:
Prior to working with Karsh Hagan, 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.
The Results:
Since the campaign’s launch, PVD has reported consistent achievement of more than 80% load occupancy across routes and has also expanded into new destinations, taking their non-stop routes from 30 to 34 in the past year.
Most notably, PVD was named “Best U.S. Airport” by Travel + Leisure in 2025.
