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MassDOT Aeronautics Division

Client
CDM Smith, on behalf of the Massachusetts Department of Transportation Aeronautics Division

Campaign
Massachusetts Statewide Aviation Economic Impact Study

Challenge
Spotlight partnered with Wilbur Smith Associates, on behalf of the Massachusetts Department of Transportation Aeronautics Division. The preparation of the Statewide Aviation Economic Impact Study presents the opportunity for targeted messaging regarding the value that aviation, as well as the system of 39 public-use airports, provides to the Commonwealth of Massachusetts.

Response

  • Tapped into social networks such as YouTube, Twitter, and Flickr, to engage a new audience of MassDOT online users, particularly the 18-34 year old demographic.
  • Video Production of Massachusetts Aviation: Our Link to Economic Prosperity including: script writing; interviews with airport managers, Secretary of Transportation and FAA; and on-location shooting; and post-production editing.
  • Design and layout of Massachusetts Statewide Economic Impact Study Technical report, Executive Summary Brochure, and multimedia presentations.

Result
The video was recently acclaimed as a model and one of the best, throughout the aviation industry, by the National Business Aviation Association. Over the course of the yearlong study, Spotlight helped WSA and MassDOT to publicize the study’s results through integrated communications strategies. Those communications deliverables are now in use by Governor Deval Patrick, the Secretary of Transportation, Massachusetts politicians and airport managers, as a tool to sell the statewide airport system to state and Federal audiences.

Ser­vices Pro­vided
Video Pro­duc­tion
Pub­lic Edu­ca­tion and Out­reach Campaigns

Campaign Elements
Read the Massachusetts Statewide Aviation Economic Impact Study Report Here