PreCheck Yo Self
Client
IdentoGO and TSA Pre✓®
Services
Art Direction, Copywriting, Digital Marketing, Strategic Planning
Industry
Technology
IdentoGO has provided identity-related services nationwide for well over a decade, building a network of enrollment centers in support of many state and federal agency contracts. They are the authorized provider of TSA Pre✓® enrollment which allows low-risk travelers to experience faster, more efficient screening at participating U.S. airport checkpoints for domestic and international travel.
Challenge
IdentoGO had already saturated their core audience with the message of convenience in security line. To grow enrollment, IdentoGO needed a way to reach the untapped, younger market who care more about their experience and less on the specifics when traveling.
Approach
Instead of talking about the tangible benefits of TSA Pre✓® (Keep your shoes, jacket and belt on; your laptop in its case; liquids in your bag), FoxFuel focused on the quality of your time at the airport and how it can free up space for new adventures. A more emotional, and story-based approach allowed for a more positive message regarding the stresses of airports.
Solution
FoxFuel highlighted younger characters in the midst of enjoying the excitement and joy not often associated with flying in today’s climate. But by recapturing the joy of flying, we allowed potential enrollees to envision a less stressful, faster security line, and ultimately a happier journey. The ads rolled out on airport signage, targeted digital ads, in-flight magazines, and environmental advertising, leading to a 23% increase in pre-registrations.
