The Challenge:
OAK needed to promote its new flights to Mexico from the newly renamed San Francisco Bay Oakland International Airport. The goal was to capture Bay Area travelers—whether flying for business, vacation, cultural exploration, or family visits—by positioning OAK as the easiest way to experience more of what they love in Mexico.
The Solution:
We transformed the message of ease into a vibrant, relatable campaign using California Spanglish: “Mucho Mexico.” This simple, engaging phrase spoke directly to our audience, emphasizing that flying from OAK means more time, more convenience, and more Mexico.
To connect with different traveler mindsets, we paired the messaging with striking visuals tailored to key personas. The campaign launched across multiple channels, including in-airport, out-of-home, digital, TV, and PR, ensuring broad reach and high impact.
