Hartsfield-Jackson international Airport
The Taste of Hartsfield-Jackson
As the marketing partner for Hartsfield-Jackson Atlanta International Airport’s $1 billion ATL Skypointe program, VIVO amplified "The Taste of Hartsfield-Jackson" food festival to drive record awareness and support the philanthropic mission of No Kid Hungry.
By deploying a high-impact mix of influencer storytelling, targeted digital content, and global media outreach, VIVO successfully ignited a surge in vendor sales while building lasting momentum for the event.
The Challenge
Each year, Hartsfield-Jackson Atlanta International Airport (ATL) hosts The Taste of Hartsfield-Jackson, a premier culinary event highlighting the world-class dining of ATL Skypointe. With ATL Skypointe generating a remarkable $1 billion in annual revenue, VIVO was brought on to elevate the event’s profile even further. Building on the festival’s growth since 2015, VIVO focused on driving ticket sales by spotlighting the diverse menu options and the event’s mission to support No Kid Hungry. The result was a dual success: increased awareness for the nonprofit cause and a significant surge in sales for participating airport vendors.
Our Solution
To amplify promotion and drive attendance, VIVO utilized a mix of established and cutting-edge tactics:
- Digital Hub: Launched a dedicated landing page for centralized info and ticket sales.
- Content Strategy: Produced compelling social media videos and influencer-led showcases.
- Media Outreach: Engaged local and international media to expand the event’s global footprint.
- Interactive Engagement: Integrated a real-time voting system to crown the festival’s top dishes.
- Future Growth: Created high-energy recap videos to extend the event’s reach and build year-over-year excitement.
Our Results
- Achieved a remarkable 59% increase in ticket sales and donations to No Kid Hungry, totaling $17,420 compared to $10,982 the previous year.
- Generated a staggering 97% increase in unique visitors to the event’s website compared to the previous year.
- Garnered an impressive 5 million media impressions, significantly expanding the event’s reach and visibility.
- Delivered outstanding results from the paid social campaign, including 13,434 total clicks to the Taste of Hartsfield-Jackson Landing page and 1,433,211 total impressions.
