Food Fight


Swaying public opinion to give taxpayers and travelers a better meal.

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Public Relations
Group Created with Sketch.
Advocacy

$565,000

Earned Media Value

39 million

Media Impressions
Summary

In 2014, Mayor Ashton Hayward awarded a concessions contract for Pensacola International Airport to Outstanding Hospitality Group (OHM). The move was a big win for travelers and city residents—bringing visitor-choice fare, improving customer service and driving a 38 percent increase in concessions revenue. Despite these successes, the deal almost didn’t happen: the prior vendor fought hard against the recommendation of the selection committee.

Blueprint

We were tasked with creating a last-minute public education plan to arm residents and decision-makers with facts about the benefits OHM would provide to the airport. Our campaign included a landing page, sixreasons.net, which, along with PR and paid ads focused on six reasons the OHM contract was a win for Pensacola. OHM received the contract for airport concessions following a 15-day blitz, which garnered approximately 39 million print and online media impressions.

Press Coverage