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Global Runway
Experiential
Experiential
Public Relations
Marketing
Social Media Strategy
Atlanta, GA
10 Squared partnered with Hartsfield-Jackson Atlanta International Airport to develop Global Runway, an experiential fashion and communications platform designed to bring ATL Skypointe to life through the intersection of fashion, travel and culture.
Summary
ATL Skypointe showcases the expansive shopping, dining and experiences available to travelers throughout Hartsfield-Jackson Atlanta International Airport.
To amplify the platform, 10 Squared created and executed a 360-degree experiential marketing and public relations campaign centered around Global Runway—transforming the airport environment into a fashion-driven cultural experience.
The campaign brought together designers, fashion influencers, media, industry leaders and airport partners to create a highly visual platform that generated attention both onsite and across earned and social media.
Challenge
As one of the world's most traveled airports, Hartsfield-Jackson Atlanta International Airport serves millions of passengers from across the globe. The opportunity was to shift the perception of the airport from simply a point of arrival and departure to a destination offering its own dynamic mix of retail, dining, culture and discovery.
ATL Skypointe needed a compelling way to tell that story while reaching audiences beyond traditional airport communications.
10 Squared was challenged with developing an experience that could connect aviation, fashion, commerce and culture while generating meaningful media attention, social conversation and engagement with Atlanta's creative community.
Solutions
10 Squared developed Global Runway as a fully integrated experiential and communications platform that positioned ATL Skypointe at the intersection of travel, fashion and culture.
Experiential Concept + Production
Conceptualized and produced a fashion experience that transformed the airport environment into an unexpected cultural platform, creating a distinctive way for travelers and invited guests to experience the ATL Skypointe brand.
Fashion + Creative Curation
Curated designers, fashion talent and industry voices to build programming that reflected Atlanta's creative energy while connecting the experience to a broader global audience.
Influencer + Community Engagement
Engaged Atlanta's fashion and creative community, attracting more than 400 fashion influencers and cultural tastemakers to experience and amplify Global Runway.
Public Relations + Media Strategy
Executed an integrated communications strategy designed to extend Global Runway well beyond the physical event through earned media, influencer engagement and strategic storytelling.
Social Amplification
Built a digital strategy around the experience that transformed onsite moments into shareable content, extending the campaign's visibility across social platforms.
Impact
145MM+ earned media impressions
32MM+ social media impressions
400+ fashion influencers in attendance
61% above targeted year-over-year campaign performance
Global Runway demonstrated how an airport could become more than a transportation hub—positioning ATL Skypointe as a platform for commerce, culture and discovery while generating measurable national visibility for Hartsfield-Jackson Atlanta International Airport.
