Title	PARIS AÉROPORT #WELCOMESTORIES
Brand	PARIS AÉROPORT
Product/Service	PARIS-ORLY AIRPORT
Category	A07. Corporate Image & Sponsorship
Entrant	W&CIE Boulogne Billancourt, FRANCE
Idea Creation	W&CIE Boulogne Billancourt, FRANCE

Name	Company	Position
Grégoire WEIL	W&Cie	Deputy Managing Director
Gabriel LIPPIS	W&Cie	Creative Director
Marguerite DE LACHARRIERE	W&Cie	Account Manager
Guillaume DUPRE	W&Cie	Art Director
Asma Kanzari	W&Cie	Copywriter

The Campaign

The answer was to immortalize Paris Orly airport’s stories through the pencil of the artist Jean-Charles de Castelbajac, and make a real piece of art out of them. Paris Aéroport deployed a participative campaign between the passengers, the employees and the artist : #Welcomestories.

Creative Execution

The launching of the operation followed several steps, and deployed on different channels : #1 HAPPENING IN THE TERMINALS Passengers and staff members of the Paris Orly airport were shown a street-art performance by the French creator who followed his imagination and drew all over the terminals. #2 DEDICATED WEBSITE All passengers were invited to come and tell their own stories on social networks and on the dedicated website : http://www.welcomestories.aeroportsdeparis.fr/ #3 CO-CREATION WITH JEAN-CHARLES DE CASTELBAJAC A hundred stories were chosen and illustrated by the artist, to finally become a 3000m2 fresco decorating the facade of the Paris-Orly Sud airport till March 2017. #4 REVEAL The selected authors received a copy of the artist’s drawings from his own hands, and spent altogether a great sharing moment.

Results

This campaign enabled the Paris Aéroport brand to recover a warm and human face, close and attentive to its clients and employees. The operation generated a great press impact: 632 media impacts and around 19,4 million opportunities to see.

#Welcomestories is a co-creation initiative that brings together passengers, employees and the artist, Jean-Charles De Castelbajac, to transform what could seem a cold and impersonal place: the Paris-Orly Airport. Through a dedicated website, passengers and employees were offered the opportunity to be part of the grand project, sharing their fondest memories of Paris-Orly Airport to participated in the design of a 3000m2 fresco… to make the airport, a place where their stories live on.

The chosen strategy was not to leave out anyone – thus the co-creation process included: • Paris-Orly airport passengers: people bound to travel through Paris-Orly and accompanying persons • Paris-Orly airport staff: people working at Paris-Orly airport, both at the headquarters or within the airport itself • Paris-Orly airport partners: all companies with which the airport collaborates, especially those working within the airport.