Title	AN AIRPORT BIRTHDAY STUNT TO REMEMBER
Brand	BUDAPEST AIRPORT
Product/Service	FERENC LISZT INTERNATIONAL AIRPORT
Category	D02. Use of Events & Stunts
Entrant	LOUNGE COMMUNICATION Budapest, HUNGARY
Idea Creation	LOUNGE COMMUNICATION Budapest, HUNGARY
Media Placement	LOUNGE COMMUNICATION Budapest, HUNGARY
PR	LOUNGE COMMUNICATION Budapest, HUNGARY

Name	Company	Position
Tamás Leszák	Lounge Communication	PR Team Leader
Daniel Megyeri	Lounge Communication	Senior PR Advisor
Katalin Valentínyi	Budapest Airport	Director of Corporate Communications and Governmental Relations
Diána Ruttner	Budapest Airport	Communications Manager

Why is this work relevant for PR?

As a PR stunt, it rarely can get bigger in size. For the largest international airport’s 70th birthday and its unique position and possibilities it holds, something spectacular, something bombastic was required to complement the more classic PR tools and activities. Something to remember. At the height of the COVID-19 pandemic, no traditional birthday event with any external budget could be organized. With our creative stunt, we wanted to send a powerful message and commemorate the anniversary of the Gate of Hungary in an appropriate size. 3400 m2, to be specific.

Background

Our main objective was to make the biggest bang with limited resources: a stunt that is impossible to be neglected by the public and the media. We had an upcoming birthday on 7 May 2020, but due to the pandemic, we could not invite any guests to celebrate with. As a creative PR agency, and as per the brief, we had to come up with an idea for a stunt that strengthens the brand image and reputation of Budapest Airport, something that can be easily distributed via press contacts and social media channels to reach as many people as possible with the anniversary. And on account of COVID-19, a plan that can be implemented without any external costs and within the airport’s internal operation, since the aviation industry was the one hit hardest by the complete cessation of air transport and the following cutbacks.

Describe the creative idea (20% of vote)

Ferenc Liszt International Airport is a 24-hour facility covering 1,500 hectares, with, its own police and fire brigade and thermal power plant, among others. A city within a city. What if we can utilize this mighty infrastructure, demonstrating not just the intricate complexities of an international airport’s operation, but the cooperation and teamwork between various departments with a PR stunt? Our idea was to make something clearly visible from the sky, to earn attention on a national level via classic and social media. Who wouldn’t want to use a runway as their own plotting table with a large-scale installation that covers 3,400 m2 with more than 30 different vehicles forming BUD70? An installation preceded by 2 months of planning and engineering, “BUD” meaning the abbreviation of Budapest Airport, and 70 for the celebrated age. A magnificent stunt on one level with the economic and touristic importance of the client.

Describe the PR strategy (30% of vote)

For the biggest international airport’s birthday, the target audience spans across the B2C and B2B sectors, making whole Hungary a target audience. This airport cannot be rivalled nor in size, nor in operation volume in the country. Our agency came up with the idea of the stunt that provides an iconic visual experience for the media, can engage people and can easily be shared and distributed by everyone in social media. And then, closely cooperating with Budapest Airport’s team and engineering department, laid down the foundations of the implementation. With our accompanying PR plan and activities in classic and social media (birthday quiz, photo contest, children drawing contest), our other objective was to overview the airport’s past 70 years and highlight the future developments as well. To strengthen the brand values and send the key messages of an innovative, forward-thinking corporation capable of powerful things.

Describe the PR execution (20% of vote)

On 6 May, as a preparation for the big event, our special press release is published, placing the opening of the airport in 1950 in the company of that year’s greatest events in global aviation history. Ingredients for the BUD70 installation implemented and well-documented on 6 May 2020: 7 Ikarus buses, 7 snow machines, 2 technical ambulances, 4 snow blowers, 2 ground handling buses, 2 luggage tractors, 1 tow tractor, 2 fire trucks, 1 Smart, 1 MD 902 helicopter, 2 Ford Transit trucks, 1 Scania tank truck and 1 Setra bus. On the morning of 7 May, Budapest Airport’s Facebook cover photo is changed for the BUD70 aerial shot with the behind-the-scenes video published. Our press contacts are notified on national level about the spectacular stunt accompanied by the birthday press release about the most interesting data of the 70 years of the airport, an infographic enclosed with it.

List the results (30% of vote)

There was no major national and regional press outlet that neglected the developments surrounding this special stunt and the birthday itself, including the press material about the glorious past and the strenuous present of the airport. “In seventy years, Ferenc Liszt International airport served 240 million passengers” “Never-before-seen photo of our airport!” “In many ways, 1950 was a defining year: 8 + 1 interesting facts about air passenger transport at that time” “A spectacular, gigantic installation of vehicles was made in honor of the 70th birthday of Ferenc Liszt International Airport!” “131 m long and 26 m wide birthday present for our airport – a true sight to behold!” Few of the ecstatic headlines from the 150+ altogether positive coverages we earned with our stunt and accompanying PR activities between 5 and 8 May (online, print, radio and TV as well). Since virtually no public air traffic was allowed at that time due to COVID-19, the results can not be measured in ticket sales or growth in revenue. However, our positive messages about an airport always bettering itself (even during a worldwide pandemic) reached an estimated OTS of 8.4 million (out of a total 10 million in Hungary). For 3 days, we dominated the Hungarian media landscape thanks to our PR stunt and additional efforts connected to the anniversary, enhancing brand reputation. Successfully diverting the narrative about an airport in a total shutdown and on the first battle line at the country’s closed and heavily monitored borders due to COVID-19.

Describe the effectiveness of the PR campaign

Our foremost objective was to generate as many positive coverages in the midst of a worldwide pandemic as we could. In an average month, there are nearly 200 negative coverages indirectly or directly connected to Budapest Airport. With our 150+ positive coverages, we created space for positive dialogue about celebration and achievements, supporting brand reputation. With our eye-catching PR stunt involving rare vehicles, new media types that previously did not pay attention to the airport (automotive press outlets) covered the birthday, generating bigger buzz, reaching more people. The stunt and accompanying PR activities have been embedded in news, strengthening the airport’s reputation, maintaining positive narrative for a longer period of time. In exclusive birthday interviews for the CEO, targeted to reach government stakeholders, business partners, airlines and employees, we emphasized that the airport operator is committed to improvements, a stable economic player and a reliable employer despite the difficulties.