Company: City of Philadelphia - Division of Aviation
Nominated Submitted by: Jacobson Strategic
Company Description: Operated by the City of Philadelphia, the Philadelphia International Airport (PHL) is the largest airport in Pennsylvania and the primary airport serving the Philadelphia metropolitan region. In 2019, the airport served 33 million passengers and partnered with 25 airlines to offer 500 daily departures to more than 140 international destinations. PHL is also a regional cargo hub for UPS Airlines.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Marketing Campaign of the Year - Entertainment & Sports
 Nomination Title: WrestleMania
- Specify the date on which this campaign or program was launched:
March 18, 2024
- Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 244 words used.
The airport leveraged resources and partnerships to foster a positive atmosphere for WrestleMania 40. The campaign aimed to:
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Enhance the Passenger Experience: Create memorable and enjoyable experiences for PHL travelers and inspire employees to provide great service.
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Connect with WrestleMania Fans: Engage both passengers and employees with themed activations and promotions.
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Support City Partners: Promote Philadelphia as a vibrant event destination, benefiting the local economy and enhancing PHL's reputation.
Development of the campaign involved significant collaboration and outside assistance, including:
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Partnerships: PHL worked closely with PHLCVB and WWE representatives to brainstorm on and oversee the project.
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Creative Assets: The PHL Marketing team, in partnership with a creative agency, developed all creative assets. WWE provided oversight and approvals to ensure brand consistency and alignment.
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Signage and Activations: Digital advertising displays and Info Counters were used to display WrestleMania messaging across all terminals.
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Creative Agency: Employed to procure, fabricate, build, and install three immersive activations/photo-op opportunities at PHL, including a replica wrestling ring and Philadelphia sports-team themed championship belts.
An April 3 pep rally, which transformed PHL’s B-C Food Court into a wrestling-themed celebration, earned media coverage and featured:
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A playlist featuring iconic WWE entrance themes and anthems to “pump-up” participants.
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A special screening of the "38 Greatest WrestleMania Moments of All Time: WWE Top 10 Special Edition" from March 27, 2022.
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Employees were given custom WrestleMania 40 t-shirts to wear and lanyards to commemorate the event. Attendees were encouraged to wear their own WrestleMania gear.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 42 words used.
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Passenger Experience Satisfaction Scores - increased by 15%
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90% of PHL staff wore promotional items during the pep rally and event period
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Positive media coverage
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Social media engagement rates show a 25% increase in likes, shares and comments during the event period
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated campaign or program - its genesis,development, planning, commission, and performance to date - OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions, provide them in the appropriate spaces below:
- Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 250 words used.
Wrestlemania 40 was Philadelphia’s first major event targeting a global audience post-pandemic.
Philadelphia International Airport (PHL) partnered with WWE and local city partner the Philadelphia Convention and Visitors Bureau (PHLCVB) on a marketing campaign to welcome travelers and engage employees during Wrestlemania 40, the 40th annual professional wrestling event produced by WWE – in April 2024. Known as the biggest spectacle of sports entertainment, WWE WrestleMania XL Week featured Friday Night Smackdown and WWE Hall of Fame on April 5, NXT Stand & Deliver on April 6, WWE WrestleMania XL on April 6 and 7, and Monday Night Raw on April 8.
Designed to enhance the traveler experience and encourage employee engagement, PHL implemented a series of immersive activities, creative marketing, and interactive experiences throughout the airport. The campaign, which ran from March 18, 2024 through April 9, 2024, featured extensive terminal signage, social media trivia, and a lively employee pep rally with promotional items. Through strategic collaborations and activations, PHL successfully connected with WrestleMania fans and supported a major city event.
PHL, the only major airport in the nation’s seventh-largest metropolitan area, is a large hub airport serving more than 28 million passengers annually with 27 airlines and over 300 daily departures to 120 nonstop destinations. Located seven miles from downtown Philadelphia, the airport is easily accessible and convenient to many tourist sites, business centers and cultural hubs. On April 5 and 6, as travelers flocked to Philadelphia for WrestleMania XL week, PHL welcomed an estimated 93,000 passengers.
- Outline the activities and concrete results of this campaign or program since the beginning of July 2022. Even if your initiative started before July 2022, limit your response to activities and results since the beginning of July 2022 250 words):
Total 249 words used.
Key results of the WrestleMania 40 campaign:
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Enhanced Passenger Experience: The terminal signage and interactive social media trivia attracted significant passenger attention, enhancing their travel experience. Passenger feedback was overwhelmingly positive, with many noting the enhanced customer service and the unique, celebratory environment. This helped improve overall passenger satisfaction scores during the event period by 15%.
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Increased Employee Engagement: The pep rally and themed merchandise created a festive atmosphere, boosting employee morale and engagement. Over 90% of PHL staff wore their promotional items during the pep rally and throughout the event period, creating a visible and enthusiastic presence that energized both employees and passengers.
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Media Coverage: Ongoing, positive media coverage throughout the event highlighted PHL's innovative approach to passenger experience and employee engagement and created excitement with live morning show stand-ups, pep rally coverage and fan feedback. This coverage put PHL at the center of the action and further solidified PHL’s reputation as a forward-thinking and passenger-centric airport.
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Social Media Impact: The distribution/use of promotional items were prominently featured in PHL’s social media campaigns. Posts showcasing employees in their WrestleMania gear garnered high engagement rates, with a 25% increase in likes, shares, and comments compared to previous periods. This amplified the event’s visibility and connected with a broader audience of WWE fans and travelers.
Operational Efficiency: Despite the large-scale event and increased passenger traffic, PHL maintained seamless operations. The promotional items, particularly the lanyards, helped staff stay organized and easily identifiable, contributing to efficient service delivery and minimal disruptions.
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