RST’s "Flocal" Marketing Campaign Soars to Telly Award Stardom
A Bold Move Towards Local Connectivity
In an inspiring recognition of creativity and community engagement, RST’s "Flocal" campaign has clinched two coveted Telly Awards! This award acknowledges excellence in video content across screens, highlighting innovative approaches to connect with audiences.
Celebrating Local Travel: The Birth of "Flocal"
The "Flocal" (Fly Local) campaign symbolizes a fresh, community-driven initiative designed to encourage local travelers to choose Rochester International Airport (RST). Launched in the summer of 2024, RST collaborated with Hit Agency, a Rochester-based marketing firm, to fill more seats on RST flights and ultimately advocate for more direct routes.
The magic of this campaign lies in its catchy name—"Flocal"—a term conceived spontaneously during a brainstorming session. As Hit’s Creative Director, Tom Flessland, recalls, “It started as a joke, but it quickly gained traction. The airport embraced it, and the rest is history!”
Impact and Growth: Flocal’s Dynamic Results
The results speak volumes. Post-launch, RST experienced a 54% surge in social media engagement and a 42% increase in web traffic. Moreover, passenger numbers have climbed by 6% year-over-year, validating the campaign’s effectiveness. The digital initiative amassed over 7.8 million views, with one post alone capturing more than 2.1 million views. Watch it here.
The Creative Force Behind Flocal’s Success
Mary Gastner, RST’s Marketing Communications Manager, emphasized the campaign’s light-hearted and playful nature: "It’s resonated with our audience, effectively delivering the message that local flight options can depend on customer demand."
The collaboration with Hit Agency has proven essential in driving this message home. As Gastner notes, “Airlines decide our flight options, but we must demonstrate that Flocal is the smart choice!”
Behind the Scenes: The Talented Team
The campaign wasn’t a solo effort. The creative minds at Hit Agency, including Kyle Morgan (Director of Photography), Haley Anderson (Graphic Designer), Luke Schroeder (Camera Operator), Sean Patrick (Video Editor), and Hailey Robertson (Marketing Specialist), all played vital roles in crafting this memorable campaign.
Learn more about the Flocal campaign at flyrst.com/flocal and check out the detailed project overview at Hit Agency.
About Hit Agency: Crafting Compelling Narratives
Based in Rochester, Minnesota, Hit Agency excels in producing standout marketing campaigns that resonate. From airports to healthcare organizations, they create engaging video content that captures attention and drives action. With a dynamic team of strategists and creatives, Hit Agency combines strategic insight and high-quality production to produce memorable campaigns.
The Significance of the Telly Awards
Established in 1979, the Telly Awards honor excellence in video and television content across diverse platforms. With over 12,000 entries from global creators, it’s a prestigious accolade, reflecting the quality and impact of the work recognized.
For more insights into video excellence, visit tellyawards.com.
The "Flocal" campaign serves as a testament to the potential of innovative marketing strategies that not only engage but also encourage community support. As flights from Rochester continue to rise, one thing is clear: it’s time to Fly Local!
