Milwaukee's General Mitchell International Airport (MKE) offers travelers in Northern Illinois an alternative to Chicago's O'Hare Airport, which can sometimes be expensive to use and less convenient to reach.

To make area business travelers more aware of MKE, the airport and its PR agencies designed a skywriting campaign to spread the word through both traditional and new media.

Strategy
The MKE team decided an event held at a gathering of its target audience – high-income, male business ...