October 18th, 2013
A Customer Service Case Study: Boston Logan International Airport
It all started with an inbound call about some rack cards. The client was Westfield, the retail operator for Boston’s Logan International Airport.
“Victoria was very helpful, she did a great job on the rack cards and then we followed up to explain our other capabilities,” Carmine said. “That started a relationship with Westfield’s marketing department that has grown into a significant account that includes several high-profile, large-format components within the airport.”
First came the vinyl panels that cover construction barricades, attaching attractive messaging to otherwise unsightly plywood walls. Just this month, the Cameratos have completed two 56-foot-long signs adjacent to a moving walkways.
Now, they’ve been asked to produce four-sided cubes with removable adhesive panels that are situated on top of the baggage carousels.
“We designed these based on their desire to reach repeat travelers for the holiday season, to encourage people to shop in what amounts to a small mall within the airport,” Carmine said. “We’ve developed a series of signs that direct people to the retail shops, and we can swap them out throughout the campaign.”
On the other end of the spectrum, the Cameratos’ AG center produced scratch-off cards for retail promotions within the airport, offering discounts on things like coffee and meals. Even through three different marketing directors, the scope of the client relationship has continued to grow.
“In 18 months, Westfield has become a Top 10 customer of ours; they’ve nearly quadrupled their stated budget from when we started last year,” Victoria said. “We’ve recently started doing some graphic design for them through the AlphaGraphics corporate office’s AG Media Marketplace. It’s really been an incredible relationship.”
Carmine explains that Westfield had struggled in the past with ad agencies who busted budgets and didn’t seem to appreciate the business. The reaction to that initial call to the Cameratos’ AlphaGraphics business center set the tone from the beginning.
“It’s an amazing thing. Just picking up the phone and being nice, accommodating the client’s initial request and then building on that by demonstrating additional capabilities,” he said. “You never know what it will lead to.”