Item No. 7b_supp 
Meeting Date: June 11, 2019 
Airport Passenger Travel Awareness
Summer 2019 Briefing 

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SUMMER TRAVEL AWARENESS
CAMPAIGN 
www.portseattle.org                                                    2

Campaign Goals 
Help passengers be prepared and discover
something new. 
Highlight actions and investments by the Port to
reduce delays and improve service. 
Build excitement for new amenities and services at
Sea-Tac. 

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Calls to Action 
1. Arrive early 
2. Limit carry on food 
3. Avoid driving if
possible 
4. Heed the
pathfinder 
5. Download app 
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Communications Strategy 
Adjust staffing. 
Increase communications cadence. 
Deploy targeted paid media to complement
media tours and owned communications. 

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Earned Media Tactics 
Summer travel press release for June 10. 
Pitching capital development projects, encompassing
IAF passenger bridge migration and installation. 
Proactive, ongoing media pitching for stories that
reinforce key messages. 
New amenities 
Capital program progress 
Customer service features 
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Summer Campaign Theme 
Consumers value and expect content and experiences customized to
their preferences. Evolving from last year's summer marketing
campaign of "how to hack your summer travel," the anchor for this year
will offer blog and social content based on this trend. 
Our "What summer traveler are you?" quiz profiles passengers' styles.
"What summer traveler are you?" 
Globe Trotter 
Eco Warrior 
Family Fun 
True Original 
Procrastination Pro 
Techie Traveler 
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Social Media Tactics 
New customer service social manager who is leading real time engagement strategy 
Social media channels are constantly used to provide information and direct customer
engagement. 
Early morning staffing plan to respond to customers on social as well as provide internal
alerts to issues during peak summer. 
Amplify TSA produced travel tips as appropriate. 
Emphasizing foreign language posts to reach Non-English Language Proficient
passengers. 
Encourage Port Valet for prospective cruise passengers.
Content schedule: 
June 10: Launch summer travel campaign with seasonal Facebook Checking In video, Facebook and Twitter cover graphic and debut 
#SEAvacay. 
June 17: 10-15 sec teaser video (horizontal for airport displays and FB ads, vertical for IG ads) 
June 19-end of summer: Instagram story series for two traveler personas each month and showcase those tips 
June TBD: Facebook Live Q&A with Pathfinders 
July TBD: Facebook Live 'Going green at Sea-Tac' featuring AV Enviro 
August TBD: Facebook Live for new wait time technology 

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External Partners/Agencies 
Our airlines and external partners are invited to share
Sea-Tac Airport social and blog posts throughout June,
August and September to ensure passengers have more
opportunities to see recommendations for the most
efficient, safe and best customer travel experience. 
Stay connected with your Port: 
Follow @seatacairport on Twitter, Instagram and Facebook
and look for posts with #SEAvacay 
Sign up for email and text updates:
www.portseattle.org/subscribe 
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Paid Media Tactics 
Contributed content and digital display to complement
earned media coverage. 
Including promotions with ethnic media outlets 
Calls to action: 
Get here early 
Limit food in carry on 
Avoid drives if possible 
Heed the pathfinder - the shortest line is not always the fastest 
Download the app

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Milestones and Moments 
May and June                      July                               August 
May 14  Puget Sound Business      July 5  Launch "Train to Plane"      August 9  Peak summer travel
Journal media tour                   promotional campaign with Sound    day! 
May 21  Memorial Day weekend    Transit.                           August TBD  Washington food and
travel press release.                    July 9  Sea-Tac 70th Birthday          beverages influencer tour 
June 1  Parking rate increases        July 15  Summer travel               August TBD  Woman and
June 3  Launch marketing           international flavors                 minority-owned businesses
campaign to "say goodnight" to the  July 25  Summer travel             influencer tour 
N gates                                destinations/airline partners          August TBD  Openings of Ballard
June 10  Summer travel press                                           Brew Hall and Poke to the Max 
release and interviews. 
North Satellite Phase I press
conference and Alaska Lounge VIP
reception. 

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Prepare and discover 
1.  Get here early 
2.  Limit food in carry on 
3.  Avoid drives if possible 
4.  Heed the pathfinder - the shortest line is not always the
fastest 
5.  Download the app

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