Massport Brings Holiday Joy to Boston Logan Travelers with 'Emotional Baggage Claim'

As is typical with air travel, passengers find themselves waiting at baggage claim, watching the carousel and wondering if their bag will appear. At Boston Logan International Airport, not only does it arrive—but for several lucky travellers, it comes with a surprise bonus gift.

In a move to bring the surprise and delight back to travel, A&G (Allen & Gerritsen) has created a celebratory activation program on behalf of Massport and Boston Logan in partnership with Delta Airlines that turns a typically stressful travel moment into one filled with joy and holiday spirit for several lucky flights of passengers.

As passengers from a random Delta flight arrive at baggage claim on Monday, December 15th, they will be greeted with an unexpected treat as they see their bags come onto the belt with a special gift of a $100 American Express gift card attached in a festive envelope. The surprise giveaway follows a similar experience that took place during the Thanksgiving holiday travel crunch and the success of that initiative led to an expansion of the program.

During the Thanksgiving event, Massport CEO Rich Davey, along with a rep from Delta Airlines, were on-site to greet passengers and wish them a happy holiday season. And for one lucky passenger, Delta also provided an airline ticket travel voucher to make their holidays a little brighter.

“We know the holiday season is a busy time for our customers at Boston Logan Airport,” said Rich. “That's why we're always eager to provide those little moments of joy for our holiday travelers, and we're incredibly appreciative of our partners at Delta for their support."

The 'Emotional Baggage Claim' activation marked A&G’s first experiential campaign for Massport since being named its brand marketing and social agency of record in November.

“With Massport always striving to go above and beyond for its customers, we thought it was the perfect time to help give customers traveling the emotional boost they need to kick off their holidays,” said Jeff Marois, VP creative director at A&G.

Following the success of this surprise-and-delight moment, A&G and Massport plan to expand the ‘emotional baggage’ experiences in the coming year, ensuring that travellers continue to find unexpected joy along their journeys.