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MAR K E T ING C A MPAIG N STAN D ARD S

at O’ HARE

at MIDWAY

Marketing Campaign Guide


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MAR K E T ING C A MPAIG N STAN D ARD S

Highlight the extaordinary at O ’ H A R E a n d M I D W AY.


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MAR K E T ING C A MPAIG N STAN D ARD S

IT’S TIME TO CONNECT It’s time to make more extraordinary

With this campaign, airport concessions will be

connections “at O’HARE” and “at MIDWAY.”

armed with a voice, and a point-of-view, from which

The new campaign will launch at both airports

to connect with passengers. The physical messages

and is aimed at highlighting the great products,

in the airport will be just the tip of the iceberg

services and businesses at the airport.

in a larger strategy for making more meaningful connections. Below the surface, the campaign

When we set out to create a new campaign for

will start a conversation through social media

airport concessions we wanted to help our partners

engagement and airport activations, everyone living

and passengers cut through the chaos of the

in or passing through the airport can share what they

airport environment to make better connections.

find extraordinary “at O’HARE” or “at MIDWAY.”

We built the campaign on the insight that extraordinary products and services often get

We’re excited to launch this campaign and look

overlooked in the hectic environment. Many of

forward to collaborating with our partners to make

the great brands, products and services offered at

this a successful shift toward a deeper level of

the airport deliver against customer demands for

engagement with our passengers.

local brands, artisanal treats, award winning dishes AND healthy, organic and locally sourced products. Therefore, we built stories that deliver against the trends to organize products in a more modern and meaningful way.

Thanks.


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MAR K E T ING C A MPAIG N STAN D ARD S

LET’S BEGIN

LEARN

DEVELOP

Click here...

Click here...

If you are unfamiliar with this

If you are ready to start developing

campaign, this section offers

a marketing story, this section

a quick understanding of it’s

provides story templates and step-

goals, vision and structure.

by-step instructions for application.


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MAR K E T ING C A MPAIG N STAN D ARD S

LEARN


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MAR K E T ING C A MPAIG N STAN D ARD S

a t O ’ H A R E a t M I D W AY O V E RV I E W This campaign seeks to cut through the noise and build awareness for the many great products and services at O’Hare and Midway. It will create a dialogue with travelers through print and social media discussing what’s interesting and unique, helping our airports and their travelers point each other to what is extraordinary... at O’Hare and Midway.


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MAR K E T ING C A MPAIG N STAN D ARD S

a t O ’ H A R E a t M I D W AY ONE VOICE To make an impact and stand out in an over-marketed environment, all concession marketing and CDA marketing stakeholders must engage with passengers through one uniďŹ ed brand voice and create a clean, consistent message.


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MAR K E T ING C A MPAIG N STAN D ARD S

EMOTIONS There are eight emotions that are leveraged to connect travelers with extraordinary products and services.

FOOD & DRINK

SHOPPING

SPIRIT

GOODNESS

INDULGENCE

*

LOCAL

BEAUTY

SERENITY

STYLE

LOVE

* LOCAL is aplicable to both SHOPPING and FOOD & DRINK emotion stories


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MAR K E T ING C A MPAIG N STAN D ARD S

COMRADERIE

WINE & SPIRITS

SPIRIT

Travelers are sophisticated when it comes to the art of beer brewing, craft cocktail making and old and new world wine tasting. Highlight the best-of-the best drinks for travelers to share. SOCIAL

NETWORK

Single malts / Bitters / Pear brandy / Belgium Beers / IPAs / Hard Apple / Julips / Martinis / Bubbles / Bloodies / Pale Ale / Fruity / Honey-colored / Toasted malts / Example products: - Mionetto Prosecco at Bubbles - Terrazas D Los Andes Reserva, Malbec from Beaudevin - 312 Urban Wheat Ale from Goose Island Beer Company - Blueberi Smash from ICE Dishes and Drinks - Temperance Trader Bourbon from The Publican

C O C K TA I L S & BEVERAGES

C E L E B R AT I O N


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MAR K E T ING C A MPAIG N STAN D ARD S

ORGANIC

H E A LT H Y

GOODNESS It’s not always easy to see but healthy options are everywhere at O’Hare and Midway. Look close and pick out the products that are “good for people and the planet.” V E G ATA R I A N

NUTRITIOUS

Healthy and nutritious options / Organic / Vegetarian or vegan / Dairy free / Kosher / Glutton free / Allergy sensitive / Artisanal twists Example products: - Fostering good will in neighborhoods: Argo Tea - Organic wines from Beaudevin Wines - Vegan Soft Serve at B-Smooth - Local, organic, gluten-free and vegan options at Cibo-Express - Hand-selected, sustainable farmhouse fair from Publican

A RT I S I N A L

E C O F R I E N D LY


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MAR K E T ING C A MPAIG N STAN D ARD S

F L AV O R

D E S S E RT

GOURMET

T R E AT S

ENJOY

INDULGENCE

INDULGENCE

Well made desserts, coffees and drinks help travelers celebrate, experience and enjoy their travel more. Select indulgences that empower travelers to reward themselves. Delicious / Irresistible / Sweet / Satisfying / Flavorful / Buttery / Moist / Gooey / Soft / Chewy / Sparkly / Tart / Salty-sweet Example products: - Carmel marshmallows by Vosges Haut-chocolat - Pastries and candies from Sarah’s Candies - Cinnamon sugar pretzels from Auntie Anne’s - Raspberry tartlet from Brioche Doree


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MAR K E T ING C A MPAIG N STAN D ARD S

COMMUNITY

HISTORIC

REPRESENTS CHICAGO

C U LT U R E

LOCAL

Buy local, make local, source local. Chicago is a mecca of local products and experiences. Help travelers find the City’s true gems at O’Hare and at MIdway. Chicago culture & style / Cubs, White Sox, Bears, Black Hawks, Bulls / Locally crafted / Historic / From our neighborhoods / Home grown arts, crafts, food, museums Example products: - Mexican griddled-baked sandwiches from Tortas Frontera - Floret Pear Earrings at the Field Museum Shop - Finger lickin’ chicken sandwhich from Goddess and Grocer - CarmelCrisp and CheeseCorn Chicago Mix from Garrett’s Popcorn - Double Italian Sausage from Gold Coast Dogs

L O C A L LY CRAFTED

URBAN


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MAR K E T ING C A MPAIG N STAN D ARD S

COSMETICS

GROOMING

AT T R A C T

SELF-CARE

ENHANCE

ROUTINE

BEAUTY O’Hare and Midway have an array of products and services to meet all passengers personal self-care needs. From cosmetics to facials to a new dress, help travelers find the latest must have hot beauty products. Hair Care / Dental Hygeine / Fragrance / Cosmetics / Bath & Body / Nails / Tools & Brushes Example products: - Ruby Woo Retro Matte Lipstick by MAC Cosmetics - Legend Pour Femme Parfum from Monte Blanc - After Shave Balm by Michael Kors - Kallie Back-Zip Sandal by Johnston & Murphy


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MAR K E T ING C A MPAIG N STAN D ARD S

S PA

H E A LT H

M E D I TAT E

T R E AT M E N T

BALANCE

RELAX

SERENITY For passengers spritual, mental and emotional health, O’Hare and Midway offers many products and services to meet these needs. Help passengers relax and regain energy and balance before or after their commute. Relax / Re-energize / Meditate / Stillness / Balance / Spa / Self - Care / Luxury / Health / Treatment / Leisure Example products: - Shiatstu Foot Massager by Brookstone - Neck & Back Massage at XpresSpa - Yoga Tote Bag from Brookstone - “Time on your hands” Manicure at SPA Terminal Getaway


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MAR K E T ING C A MPAIG N STAN D ARD S

C R E AT I V E

AT T I R E

STYLE For passengers that want to stay up to date with trends and find products that match their style. Whether needing something quick to add personality or a collection specific for your travels, help travelers see themselves in hot

FA S H I O N

ESSENTIALS

new accessories. Accessories / Fashion / Personal / Color / Creativity / Wardrobe / Gear / Protection / Working Professional / Attire Example products: - Slim Fit Tuxedo by Emporio Armani - Convivio fragrance by Salvatore Ferragamo - Seeing Circles Watch by Swatch - Ray Ban Sunglasses from Sunglass Hut

PROFESSIONAL

ACCESSORIES


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MAR K E T ING C A MPAIG N STAN D ARD S

S AT I S F Y I N G

EXPERIENCE

LOVE In all the excitement of traveling we often are parting or returning to loved ones. O’Hare love vendors offer personal and thoughtful gifts to bring home. Help passengers find the love products allow to share their experience and remind loved ones of their special bond.

INSPIRING

HELPFUL

Gifts / Affection / Thoughtfulness / Personal / Memorabilia / Helpful / Intimate / Nurturing / Satisfying / Experience / Example products: - Celestial Paperweight by Hoypoloi - Chicago City Glow Mug from Love From Chicago - Devil in the White City Book from Barbara’s Bookstore - Van Gogh Bracelet Bangle by Edwin Pearl

THOUGHTFUL

N U RT U R I N G


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MAR K E T ING C A MPAIG N STAN D ARD S

STORY TYPES STYLE

LOCATION:

K2

LOCATION:

H3A

LOCATION:

B6

For more Style go to: flychicago.com/style

Product Story

Feature Story

These stories curate three vendor

These stories showcase a single

offerings that deliver against a

product

specific emotion.


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MAR K E T ING C A MPAIG N STAN D ARD S

PRODUCT STORY T E M P L AT E STYLE

Strong, emotional headline

Simple, identifiable icons Bold, tightly focused product images

LOCATION:

K2

LOCATION:

H3A

LOCATION:

B6

For more Style go to: flychicago.com/style

Secondary white option available for dark locations.

LOCATION:

K2

LOCATION:

H3A

For more Style go to: flychicago.com/style

LOCATION:

B6

Clean use of logos and text Message with short, easy to use URL


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MAR K E T ING C A MPAIG N STAN D ARD S

PRODUCT STORY EXAMPLES


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MAR K E T ING C A MPAIG N STAN D ARD S

PRODUCT STORY EXAMPLES


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MAR K E T ING C A MPAIG N STAN D ARD S

F E AT U R E S T O RY T E M P L AT E Strong, emotional headline

Simple, identifiable icons

Bold, tightly focused product images

Clean use of logos and product description Message with short, easy to use URL


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MAR K E T ING C A MPAIG N STAN D ARD S

F E AT U R E S T O RY EXAMPLES

FPO

FPO


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MAR K E T ING C A MPAIG N STAN D ARD S

TYPOGRAPHY PRIMARY TYPEFACE - PALATINO REGULAR Headlines

SECONDARY TYPEFACE - AVENIR LIGHT Body Copy

A B C D E F G H I J K LM N O P Q R S T U V W X Y Z

A B C D E F G H I J K LM N O P Q R S T U V W X Y Z

abcdefghijklmnopqrstuvwxyz 0123456789

abcdefghijklmnopqrstuvwxyz 0123456789

=~!@#$%^&*()+[]\{}|:;”<>?,./

=~!@#$%^&*()+[]\{}|:;”<>?,./

CORRECT

CORRECT

LOCAL

Goddess Spinach Salad spinach, strawberries, toasted almonds, crumbled goat cheese and lemon poppyseed dressing

INCORRECT

INCORRECT Goddess Spinach Salad

LOCAL

LOCAL

spinach, strawberries, toasted almonds, crumbled goat cheese and lemon poppyseed dressing


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MAR K E T ING C A MPAIG N STAN D ARD S

COLOR / ICONS

G R A P H IC ELEM EN T S

AT Oâ&#x20AC;&#x2122;HARE

AT MIDWAY - MARKE TING CAMPAIGN STANDA RDS

GOODNESS

PMS 3025c

PMS 152c

PMS 238c

PMS 290u

PMS 199c

PMS 361c

PMS 7404c

PMS 270c

R: 334 G: 114 B: 0

R: 235 G: 93 B: 190

R: 179 G: 221 B: 242

R: 221 G: 0 B: 49

R: 63 G: 174 B: 42

R: 247 G: 217 B: 62

R: 183 G: 183 B: 229

R: 0 G: 77 B: 133

C: 98 M: 69 Y: 35 K: 18

C: 45 M: 67 Y: 100 K: 15

I N D U LG EN C E

C: 11 M: 75 Y: 0 K: 0

LO C A L

C: 27 M: 2 Y: 2 K: 0

ST Y LE

SER EN I T Y

C: 7 M: 100 Y: 86 K: 1

C: 75 M: 4 Y: 100 K: 0

B EAUT Y

LO VE

S P IR IT

C: 1 M: 15 Y: 81 K: 0

C: 20 M: 20 Y: 0 K: 10


2525

CO MAR NC EKSEST IONS ING C A AMPAIG MPAIG N STAN D ARD S

DEVELOP


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MAR K E T ING C A MPAIG N STAN D ARD S

0 1 S E L E C T S T O RY T Y P E Choose one of the two story telling types available in this campaign.

DOWNLOAD ASSETS TEMPLATES: To start with a basic template download one of the following files:

01 PRODUCT STORY

02 FEATURE STORY

A curated product story based on three different vendor products delivering against a single emotion.

Feature a single vendor product that delivers against a single emotion.

JUMP TO PAGE ...

01 PRODUCT STORY

JUMP TO PAGE ...

(INVERSE EXCEPTION)

or

02 FEATURE STORY (INVERSE EXCEPTION)

HOW TO USE: Templates need to be scaled within the design program to match sign dimensions.

EMOTION

EMOTION

OR

GRAPHIC ELEMENTS:

For more Beauty go to: flychicago.com/emotion

Template

To craft the graphic document, please download all necessary graphic elements.

For more emotion go to: flychicago.com/emotion

Execution

Template

Execution ICONS COLOR FONTS


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MAR K E T ING C A MPAIG N STAN D ARD S

YOU'VE CHOSEN PRODUCT STORY CAMPAIGN GRAPHICS

Strong, emotional headline

Simple, identifiable icons Bold, tightly focused product images

GROUPINGS: Your finalized campaign graphics should only function in the groupings listed below.

03 EMOTION

EMOTION

EMOTION

For more Beauty go to: flychicago.com/emotion

For more Beauty go to: flychicago.com/emotion

For more Beauty go to: flychicago.com/emotion

05 EMOTION

EMOTION

EMOTION

EMOTION

Clean use of logos and text flychicago.com

#atOHARE

Simple connection to Web/Social

For more Beauty go to: flychicago.com/emotion

EMOTION

For more Beauty go to: flychicago.com/emotion

For more Beauty go to: flychicago.com/emotion

For more Beauty go to: flychicago.com/emotion

For more Beauty go to: flychicago.com/emotion


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MAR K E T ING C A MPAIG N STAN D ARD S

PRODUCT STORY

0 2 S TA N D A R D F O R M AT S

01 POSTER XX" x XX"

03 COLUMN WRAP (TERMINAL 3) XX" x XX"

03 COLUMN WRAP (CYLINDRICAL) XX" x XX"

03 CUSTOM XX" x XX"


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MAR K E T ING C A MPAIG N STAN D ARD S

PRODUCT STORY

0 3 S E L E C T C O R R E C T L AY O U T MAINTAIN A GRAPHIC AREA NO MORE EXTREME THAN A 1:1.5 RECTANGULAR RATIO ACCEPTABLE GRAPHIC AREA

In order to keep the design integrity of the campaign layout the graphic area developed in this section must maintain width to height relationship based on the following ratio.

All signs that fall within the acceptable ratio (shown in green), should have full bleed artwork, i.e., the graphic should fill the whole sign area.

side 01 = 1x : side 02 â&#x2030;¤ 1.5x

UNACCEPTABLE GRAPHIC AREA

All signs that have dimensions beyond the acceptable ratio (shown in red), need to fill excess area with either solid white or black.

1x

1x

.5x

1x

1x

.5x

Too tall

Too tall


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MAR K E T ING C A MPAIG N STAN D ARD S

PRODUCT STORY

04 BUILD LOWER BARS PLACE AND SIZE THE LOWER BARS APPROPRIATELY:

BAR 01 SIZE: 8% of the total height (plus bleed requirements) 100% of the total width (plus bleed requirements) LOCATION: Place on very bottom of the graphic area COLOR: Black (Inverse option available for special situations)

BAR 02

Y - Heights

SIZE: 15% of the total height (plus bleed requirements) 100% of the total width (plus bleed requirements) LOCATION: Place directly above and flush with the top of BAR 01 COLOR: Defined by Emotion (RED color shown as example for "STYLE")

BAR 02 (15% of Y) BAR 01 (8% of Y)


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MAR K E T ING C A MPAIG N STAN D ARD S

PRODUCT STORY

05 DEFINE THE TRIANGLES PLACE THE SHAPES THAT DEFINE THE TITLE AREA AND IMAGE AREAS:

SHAPE PLACEMENT The full area is filled with four in-facing triangles, edge to edge and corner to corner.

TITLE AREA

IMAGE AREA

IMAGE AREA

TITLE AREA LOCATION: Always the top triangle area is the title area COLOR: Black (Inverse option available for special situations)

IMAGE AREAS

IMAGE AREA

LOCATION: Always the left, bottom and right triangle COLOR: N/A - Area will be filled with images


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MAR K E T ING C A MPAIG N STAN D ARD S

PRODUCT STORY

06 ADD TITLE AREA TEXT PLACE AND SIZE THE TITLE TEXT APPROPRIATELY:

01

STYLE at O'Hare 02

IMAGE AREA

IMAGE AREA

01 EMOTION TITLE LOCATION: 1/3 of the way down between the top of the title triangle and the bottom tip of the title triangle TEXT CHARACTER: FONT: Palatino Bold SIZE: Scaled to fill area with sufficient space on either side KERN: 35 pt HEIGHT: "O'HARE" should be all capitalized COLOR: White (Inverse option available for special situations)

02 AT Oâ&#x20AC;&#x2122;HARE TEXT IMAGE AREA

LOCATION: Placed below the EMOTION TITLE with space similar or equal to space between TITLE and triangle edge TEXT CHARACTER: FONT: Palatino Bold Italic SIZE: Smaller than the EMOTION TITLE KERN: 0 pt COLOR: Defined by Emotion


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MAR K E T ING C A MPAIG N STAN D ARD S

PRODUCT STORY

07 ADD TITLE GRAPHICS PLACE THE TITLE AREA GRAPHIC ELEMENTS:

EMOTION ICON ICON: Defined by Emotion

STYLE at O'HARE

IMAGE AREA

IMAGE AREA

LOCATION: Fills the negative space between “at O'Hare” text with visually palatable space between icon and triangle edge. COLOR: White (Inverse option available for special situations)

TRIANGLE COLOR STROKE SIZE: 10% of the height of the triangle

IMAGE AREA

COLOR: Defined by Emotion OPACITY: 40%


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MAR K E T ING C A MPAIG N STAN D ARD S

PRODUCT STORY

08 PLACE VENDOR LOGOS SELECT THREE VENDORS THAT MEET REQUIREMENTS:

PREMIUM

Group vendors that deliver a premium product experience. EXAMPLES: B. A.

STYLE at O'HARE

C.

OR

ON-THE-GO

Group vendors that deliver a convenience product experience. EXAMPLES: B. A.

NEVER

Combine PREMIUM vendors with ON-THE-GO vendors.

IMAGE AREA

ELEMENT PLACEMENT

IMAGE AREA

DIVIDER LINES: Divide the area into three even spaces using a thin white line. Leave space on the top and bottom of the lines. Each divider space equals 33% of BAR 02 VENDOR LOGOS: Place logos centered into the area created by the divider lines.

IMAGE AREA

A

B

C

LOCATION

LOCATION

LOCATION

BAR 02

GATE/TERMINAL LOCATION: Gate number should be placed centered under the Vendor logo. Lead with text "LOCATION:" followed by the gate number. LOCATION text should be half the font size as the gate number. FONT: ARIAL BOLD SIZE: 15% of the BAR 02 height COLOR: White - All elements

C.


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MAR K E T ING C A MPAIG N STAN D ARD S

PRODUCT STORY

0 9 I N S E RT I M A G E S SELECT THREE IMAGES THAT MEET THE REQUIREMENTS:

ISOLATE SINGLE PRODUCT Select images that focus on a single product.

STYLE

ENSURE CONTRASTING EDGES All image borders need

at O'HARE

to maintain a minimum contrast to make them easily distinguishable.

1

3

ONLY PRO QUALITY IMAGES All images must be produced using pro quality cameras and pro quality lighting. Min. 4800 pixels by 3200 pixels

2

ALIGN IMAGES AND VENDOR LOGOS Make sure the left image relates to the left loge, center image to center logo, and right

A

B

C

LOCATION

LOCATION

LOCATION

image to right logo. (A-1, B-2, C-3)


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MAR K E T ING C A MPAIG N STAN D ARD S

PRODUCT STORY

10 ADD SIGN-OFF SIGN-OFF TEXT 01

flychicago.com/style

STYLE

TEXT CHARACTER: FONT: Palatino Bold

at O'HARE

SIZE:

Cap height should be close to 1/3 of the black bar height.

COLOR: White (Inverse option available for special situations)

02

#ATOHARE or #ATMIDWAY TEXT CHARACTER: TEXT:

A LOCATION:

01

B

K2

LOCATION:

flychicago.com/style

H3A

C LOCATION:

#atOHARE

B6

02

Choose hashtag reflective of airport

FONT: Palatino Bold SIZE:

Cap height should be close to 1/3 of the black bar height.

COLOR: White (Inverse option available for special situations)


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MAR K E T ING C A MPAIG N STAN D ARD S

PRODUCT STORY

11 COMPLETE SAVE ALL FILES NECESSARY FOR PRINTING:

PACKAGE Package all fonts and images and include with art files delivered to the printer so all links and text are formated correctly.

STYLE

SAVE FOR PRODUCTION

at O'HARE

The graphic files should be saved in the following formats: - Illustrator or Indesign - High resolution PDF - EPS

APPROVAL

Email brandmanager@cityofchicago.com for any questions and approval

A LOCATION:

K2 flychicago.com

B LOCATION:

C

H3A #atOHARE

LOCATION:

B6


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MAR K E T ING C A MPAIG N STAN D ARD S

YOU'VE CHOSEN F E AT U R E S T O RY CAMPAIGN GRAPHICS

Strong, emotional headline

GROUPINGS: Your finalized campaign graphics should only function in the groupings listed below.

01

Simple, identifiable icons

EMOTION

For more Beauty go to: flychicago.com/emotion

03

Bold, tightly focused product images

EMOTION

EMOTION

EMOTION

For more Beauty go to: flychicago.com/emotion

Clean use of logos and text flychicago.com

#atOHARE

Simple connection to Web/Social

For more Beauty go to: flychicago.com/emotion

For more Beauty go to: flychicago.com/emotion


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MAR K E T ING C A MPAIG N STAN D ARD S

FEATURE STORY

0 2 S TA N D A R D S I G N F O R M AT S

01 POSTER XX" x XX"

02 TOMBSTONE TBD

03 CUSTOM XX" x XX"


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MAR K E T ING C A MPAIG N STAN D ARD S

FEATURE STORY

0 3 S E L E C T C O R R E C T L AY O U T MAINTAIN A GRAPHIC AREA NO MORE EXTREME THAN A 1:1.5 RECTANGULAR RATIO ACCEPTABLE GRAPHIC AREA

In order to keep the design integrity of the campaign layout the graphic area developed in this section must maintain width to height relationship based on the following ratio.

All signs that fall within the acceptable ratio (shown in green), should have full bleed artwork, i.e., the graphic should fill the whole sign area.

side 01 = 1x : side 02 â&#x2030;¤ 1.5x

UNACCEPTABLE GRAPHIC AREA

All signs that have dimensions beyond the acceptable ratio (shown in red), need to fill excess area with either solid white or black.

1x

1x

.5x

1x

1x

.5x

Too tall

Too tall


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MAR K E T ING C A MPAIG N STAN D ARD S

FEATURE STORY

04 BUILD LOWER BARS PLACE AND SIZE THE LOWER BARS APPROPRIATELY:

BAR 01 SIZE: 8% of the total height (plus bleed requirements) 100% of the total width (plus bleed requirements) LOCATION: Place on very bottom of the graphic area COLOR: Black

BAR 02 SIZE: 15% of the total height (plus bleed requirements) 100% of the total width (plus bleed requirements) LOCATION: Place directly above and flush with the top of BAR 01 COLOR: White

BAR 02 (15% of Y) BAR 01 (8% of Y)


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MAR K E T ING C A MPAIG N STAN D ARD S

FEATURE STORY

05 BUILD TITLE AREA PLACE THE SHAPES THAT DEFINE THE TITLE AREA AND IMAGE AREA:

SHAPE PLACEMENT The emotion title triangle is placed pointing downward. The remainder of the focus box is the image area where your image will be placed.

TITLE AREA

TITLE AREA

TRIANGLE (50% of Z)

LOCATION: Always the top triangle area is the emotion title area

Z - Height

COLOR: Black (Inverse option available for special situations)

IMAGE AREA

IMAGE AREA

LOCATION: Always the bottom space that surrounds the title area triangle. COLOR: N/A - Area will be filled with an image


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MAR K E T ING C A MPAIG N STAN D ARD S

FEATURE STORY

06 ADD TITLE AREA TEXT PLACE AND SIZE THE TITLE TEXT APPROPRIATELY:

01

STYLE at O'HARE 02

01 EMOTION TITLE LOCATION: 1/3 of the way down between the top of the title triangle and the bottom tip of the title triangle TEXT CHARACTER: FONT: Palatino Bold SIZE: Scaled to fill area with sufficient space on either side KERN: 35 pt HEIGHT: "O'HARE" should be all capitalized COLOR: White (Inverse option available for special situations)

02 AT Oâ&#x20AC;&#x2122;HARE TEXT IMAGE AREA

LOCATION: Placed below the EMOTION TITLE with space similar or equal to space between TITLE and triangle edge TEXT CHARACTER: FONT: Palatino Bold Italic SIZE: Smaller than the EMOTION TITLE KERN: 0 pt COLOR: Defined by Emotion


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MAR K E T ING C A MPAIG N STAN D ARD S

FEATURE STORY

07 ADD TITLE GRAPHICS PLACE THE TITLE AREA GRAPHIC ELEMENTS:

EMOTION ICON ICON: Defined by Emotion

STYLE at O'HARE

LOCATION: Fills the negative space between “at O'Hare” text with visually palatable space between icon and triangle edge. COLOR: White (Inverse option available for special situations)

TRIANGLE COLOR STROKE SIZE: 10% of the height of the triangle

IMAGE AREA

COLOR: White OPACITY: 40%


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MAR K E T ING C A MPAIG N STAN D ARD S

FEATURE STORY

0 8 A P P LY P R O D U C T D E S C R I P T I O N SELECT ONE VENDOR THAT MEETS REQUIREMENTS:

01 VENDOR LOGO PLACEMENT LOGO PLACEMENT: Centered within the left 40% of the width of the document on BAR 02

STYLE

GATE/TERMINAL LOCATION: Gate number should be placed centered under the Vendor logo. Lead with text "LOCATION:" followed by the gate number. LOCATION text should be half the font size as the gate number.

at O'HARE

LOCATION: should be centered below the vendor logo SIZE: 15% of the BAR 02 height

02 PRODUCT TEXT PRODUCT DESCRIPTION: Highlight a menu item or product followed with a brief description. TITLE OF PRODUCT FONT: ARIAL BOLD DESCRIPTION FONT: ARIAL REGULAR

IMAGE AREA

These should be left justified 60% from the right edge of the document on BAR 02.

A LOCATION:

BAR 02

K2

(40%)

(60%)

COLOR: White - All elements


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MAR K E T ING C A MPAIG N STAN D ARD S

FEATURE STORY

0 9 I N S E RT I M A G E SELECT ONE IMAGE THAT MEET THE REQUIREMENTS:

ISOLATE SINGLE PRODUCT Select an image that focuses on a single product.

STYLE at O'HARE

PHOTO COMPOSITION Photo should fil entire image space and stay mindful of the triangle title element.

ONLY PRO QUALITY IMAGES Image must be produced using pro quality cameras and pro quality lighting. Min. 4800 pixels by 3200 pixels

IMAGE

A LOCATION:

K2


47

MAR K E T ING C A MPAIG N STAN D ARD S

FEATURE STORY

010 ADD SIGN-OFF SIGN-OFF TEXT 01

flychicago.com/style

STYLE

TEXT CHARACTER: FONT: Palatino Bold

at O'HARE

SIZE:

Cap height should be close to 1/3 of the black bar height.

COLOR: White (Inverse option available for special situations)

02

#ATOHARE or #ATMIDWAY TEXT CHARACTER: TEXT:

Choose hashtag reflective of airport

FONT: Palatino Bold

A LOCATION:

SIZE:

K2

01 flychicago.com/style

#atOHARE

02

Cap height should be close to 1/3 of the black bar height.

COLOR: White (Inverse option available for special situations)


48

MAR K E T ING C A MPAIG N STAN D ARD S

FEATURE STORY

11 COMPLETE SAVE ALL FILES NECESSARY FOR PRINTING:

PACKAGE Package all fonts and images and include with art files delivered to the printer so all links and text are formated correctly.

STYLE at O'HARE

SAVE FOR PRODUCTION

The graphic files should be saved in the following formats: - Illustrator or Indesign - High resolution PDF - EPS

APPROVAL

Email brandmanager@cityofchicago.com for any questions and approval

A LOCATION:

K2

flychicago.com

#atOHARE

Profile for Ashlee Stewack

at O'Hare at Midway  

Marketing Campaign Guide

at O'Hare at Midway  

Marketing Campaign Guide

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