Your link to the world: A new marketing platform for Kelowna International Airport

Challenge  

As Kelowna International Airport (YLW) continued to expand its routes, services and terminal experience, there was an opportunity for its marketing to better reflect the airport's growth and ambition. 

The challenge was not simply to promote more destinations, but to shift perceptions from "limited choice" to "unexpected possibility." YLW needed a more cohesive marketing approach to increase awareness of its connectivity, encourage more Okanagan residents to start their journeys closer to home and support long-term air service growth. 

Approach 

Working closely with YLW, we developed a strategic foundation to guide the airport's evolving marketing efforts. This included a corporate brand narrative grounded in the promise "It's possible here," an air service marketing strategy informed by traveller insights and audience personas, and a flexible creative platform that brought YLW's existing tagline, "Your Link to the World," to life. 

The creative uses a simple aircraft icon and dotted line to connect YLW to destinations and experiences, whether travellers are departing from or arriving in the Okanagan. Vibrant colours, compelling imagery and short, playful headlines bring personality to the airport's marketing. 

Rooted in the insight that travellers are motivated by experiences, not infrastructure, the creative focuses on what YLW makes possible rather than the mechanics of flying. Clear creative guidelines and practical examples equip YLW's team to adapt the platform across campaigns, channels and evolving priorities. 

Impact 

The result is a distinctive, adaptable marketing platform that gives YLW a consistent, recognizable way to showcase its expanding air service network, enhanced passenger experience and the opportunities it creates for the Okanagan and beyond.  

YLW has since brought the platform to life through seasonal campaigns across digital, social, radio and in-terminal channels. Beyond individual campaigns, the strategic and creative foundation helps YLW's internal team guide creative decisions, maintain consistency and support future marketing initiatives as the airport continues to grow. 

The work has also earned industry recognition, with YLW named a finalist for Best Overall Marketing Program (Medium Airports) at the 2026 Airports Council International-North America (ACI-NA) Excellence in Airport Marketing, Communications and Customer Experience Awards.

Creative examples shown are illustrative of the platform and may not reflect final in-market executions.