Role: Branding, Marketing Strategy, Creative Direction, UI/UX, CX.
The Challenge
One of the biggest challenges in running any airport is maintaining a consistently positive customer travel experience. San Diego International Airport engaged me to do just that. The CX audit, resulting changes, and ongoing efforts yielded big rewards. As the largest single-runway airport in the US, SAN hosts over 70 concessions, thousands of touchpoints, 9,000+ employees, and 20 million travelers annually (2021). Given the number of employees and managers, the challenge was immense. As strategy and project management lead, I began the Customer Experience (CX) Audit.
# of Employees
9,000+
Yearly Travelers
20 million
Concessions
70+
Customer Touchpoints
150,000+
The Solution
The results of the Brand Experience Audit revealed many areas for improvement. I developed a Brand Promise launch video and timeline with program releases and updates. With a new Brand Promise in hand, we launched a Customer Experience Townhall, a customer experience awards program, experiential events, updated signage, design systems, wayfinding, and much more.
New Brand Promise embraces the concept of the reunion — Good Feelings Nonstop
#1 Airport Experience
Traveling is an experience full of emotion, departures from those you love, sadness, and the pure joy of reunions. By focusing on the simple brand promise— Good Feelings Nonstop we were able to bring 9,000+ employees together as one.
The events, experiences, and emotions felt by passengers and employees along the way embodied the essence of our promise. Within a year we won an award for the Best Airport Customer Experience in the US from The Points Guy.
