• by Fern Siegel , July 2, 2024

Annapolis, Maryland, is a lure for those who love maritime history. It's known as the Sailing Capital of the U.S. and home to the U.S. Naval Academy. The city is a destination for those who love the sea — from Wednesday yacht races, which can be experienced aboard schooners, to eating crabs at Cantler's, a waterfront seafood experience.

To bring that message to the U.S., Clear Channel Outdoor, Airports Division formed a new partnership with Visit Annapolis & Anne Arundel County (VAAAC). The alliance produced a first-of-its-kind brand takeover of the concourse heading to baggage claim at Baltimore/Washington International Thurgood Marshall Airport (BWI Marshall Airport).

Creative was done by Herrmann Advertising. Media buying was handled in-house.

The OOH campaign includes large tension fabric displays, lit tension fabric displays, wall graphics and wide-format vinyl graphics along the glass panels of the floor-level escalator.

The campaign runs for 16 months, with arrival passengers experiencing the Visit Annapolis & Anne Arundel County tunnel. With 26.2 million passengers served in 2023, BWI airport was the busiest airport in the region.

"Expanding our tourism footprint at BWI Marshall Airport marks a significant milestone in our mission to highlight the unparalleled charm and experiences of Annapolis and Anne Arundel County," said Kristen Pironis, executive director of VAAAC. "Leveraging this opportunity not only enhances our destination's visibility, but also underscores our commitment to creating a welcoming destination for all."

In addition to the airport, VAAAC will appear on Clear Channel's billboards in the Baltimore metro area.

The number of air travelers through U.S. airports hit a new record-high on June 23 with 2,996,193 people screened. TSA experts predict 3 million+ travelers for July 4. U.S. airlines expect to carry 271 million passengers around the world this summer, a 6.3% increase from 2023.

Herrmann Advertising's roster also includes Jones Walker, Stroock, Liskow and Annapolis Arts District.