Airport Sponsorship Program with Dunkin Donuts

1. Airport Sponsorship Program
Case Study
Dunkin’ Brands

2. Dunkin Brands’ & AMI
Brand Immersion
Situation
Dunkin’ Brands, which makes its home in New England, was seeking to create awareness and trial of its special blend coffee in a very competitive marketplace.
Despite the fact that it is the “hometown” New England coffee brand, Dunkin’ wanted to extend its message with non-traditional marketing strategies. In addition, the
company wanted to reinforce its positioning as an affordable alternative to competitors’ high-end coffee drinks. Boston Logan, New England’s major airport,
provided an excellent venue to showcase the brand. AMI had become an expert creator of promotional programs inside of airports and worked with Dunkin’ to plan
a program to meet its business goals through a non-traditional marketing campaign.
Tactics
AMI developed a creative, multi-dimensional, multi-year, experiential campaign that included quarterly sampling programs and seven-foot tall brand icons of the
much recognized Dunkin’ Styrofoam coffee cup, located in 2 high-traffic areas in Terminals B and C. These oversized coffee cups were accompanied by a 117-foot
long pedestrian bridge graphic connecting Terminal E to Central Parking and many other large-scale, non-traditional media assets.
Results
From the time the Dunkin’ brand icons went up in February, to the end of the inaugural 10 month program in December, over 25 million visitors passed through
Boston Logan. The brand icons quickly became entertaining meeting spots for hundreds of Boston Logan travelers, and it was not long before various online
creative publications and personal blogs featured pictures of themselves and their families or friends with these stand-out icons. Additionally, both airport staff and
air travelers received free samples of the freshly brewed Dunkin’ coffee before their early morning flights. Dunkin’ continued this program for over 8 years and it has
been the topic of more published articles than any other AMI program to date, including The Boston Globe, PROMO Magazine, Airport Improvement Magazine and
USA Today.
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