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Animated illustration of cars jammed on the Bay Bridge
Oakland San Francisco Bay International Airport

Trips begin way before you board the plane.

See the strategy

OAK is a challenger airport, up against SFO in one of the most competitive multi-airport markets in the country. For seven years we ran all of its marketing, on one idea - flying in and out of OAK (the East Bay Way) is better than SFO.

ClientOakland San Francisco Bay International Airport (OAK)
RoleAgency of record 2014–2021, brought back on a project basis in 2024
ScopeBrand platform, integrated campaigns, route launches, web design, sales collateral and more
5.0 · Verified review on Clutch
“They keep it real, keep it fresh, and keep it moving.”
John Albrecht, Aviation Marketing Manager and CMO, Oakland International Airport

One airport. Two very different audiences.

Inbound visitors didn't realize OAK's proximity to SF and the rest of the Bay Area. Before the recent airport name change, they'd search “San Francisco" and never see OAK.
Outbound locals didn't realize OAK had the flights they wanted.East Bay travelers assumed SFO had more options and put up with the longer drive, parking and traffic.
The platform

Fly the East Bay Way.

Travelers care a lot more about their destination than where they fly out of.

It's less about getting there, more being there.

OAK billboard by the Bay Bridge reading This, over a Hawaii beach, Without this, over bridge traffic, with Fly the East Bay way
This. Without this.
Our billboards faced San Francisco-bound traffic on the approach to the Bay Bridge
01 · Less getting there

Win the inbound visitor. Keep the local.

For visitors, Bay Area rivalry and Oakland attitude made OAK the smarter gateway to the whole region. For locals, animated shorts did the total-trip math, then added a reason to stay: more OAK passengers mean more service and more East Bay jobs.

A young traveler in front of the Bay Bridge, from the inbound spot Visitors · Inbound spot
Do San Franciscans have an inferiority complex? Animated short: a traveler sleeps in A million reasons to fly OAK · Outbound 1
What you do with that extra hour is up to you Animated short: Auden drives a green car Choose Wisely · Outbound 2
The real upgrade is OAK Animated short: Addie smiles Business travelers · Outbound 3
Travel planners know the smart way is from OAK
02 · More being there

More of where you’re going.

Our creative sold the destination, not the airport. For Hawaii, that meant more playtime, bigger waves, longer sunsets, said simply in the language of the islands. With the very first mainland-to-Hawaii flights departing from Oakland in 1927, OAK had earned the right to sound like a local. "Aloha Begins at OAK" became the airport’s longest running campaign ever.

Campaign ad: Aloha begins at OAK, over the Nā Pali coast
Campaign ad: The official airport of Nā Wā Pāʻani, PlaytimeCampaign ad: The official airport of Nā ʻAle Nui, Big WavesCampaign ad: The official airport of Ke Ano Ahiahi Mālamalama, Candlelit DinnersCampaign ad: The official airport of Luana, UnpluggingCampaign ad: The official airport of Napoʻo ʻana o ka Lā, SunsetsCampaign ad: The official airport of Kupaianaha, Unbelievable

Same idea, every destination.

"A Lewa i ka Lewa" uses the language of Hawaii. In 2024, "Mucho Mexico" gave travelers more of everything they love in Mexico.

Campaign ad: A Lewa i ka Lewa, Fly the East Bay Way, over a sea turtle
A Lewa i ka Lewa
Fly the East Bay Way, in Hawaiian
Campaign ad: Mucho Mexico, Now Boarding, over a folklórico dancer, with seven destination names
Mucho Mexico, 2024
New service to seven Mexico destinations

Everywhere the Bay Area moves.

Outdoor, digital, social, in-airport, BART station takeovers and a full BART train wrap. Plus OAK & About, the airport’s monthly newsletter, which we named, designed and wrote.

A commuter walks past Aloha and Luana ads in an OAK takeover of a BART station
83%Improved brand equity helped OAK achieve a favorability rating of 83% among the Bay Area population, the highest of any area institution.
2×Winner, Circa-Now and OAK: Routes Americas Marketing Award winner, 2018 and 2019, plus the 2019 Overall Marketing Award.
7Number of years Circa's served as OAK agency of record. Today, we collaborate on new route launches like Mucho Mexico.

Over the same period, OAK sustained multiple new air routes and grew parking market share and revenue.

Strategy

Brand platform
Positioning
Audience strategy

Creative

Campaign concepts
Live-action and animated video
Print, outdoor and digital

Channels

Outdoor and BART
Digital and social
In-airport creative
Web, email and branded content

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