San Jose International Airport or SJC approached Civilian with a unique opportunity to develop a brand awareness campaign for Silicon Valley’s best kept secret. To be a little more specific, we were asked to do something “cool” that’ll get noticed by everyone in Silicon Valley.
We recognized that airports were everyone’s least favorite part of air travel. We positioned SJC as the airport for people who hate airports.
SJC finally had an ownable brand and voice. Awareness increased substantially. People were talking about the campaign on social media, and it was recognized throughout our industry for creative excellence.