Character. A growing regional airport (SFB). Conflict. SFB needed to differentiate themselves from competitor(s) and boost awareness about their proximity to popular attractions. Resolution. Developed a friendly, down-to-earth messaging direction to position SFB as the faster, more affordable airport in the region, close to theme parks, beaches, springs, etc. Also wrote blog posts featuring their top destinations like Chicago and Amsterdam. Epilogue.Read it for yourself.