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Images: Tampa International Airport
Named best in the world for customer service by Airports Council International, Tampa International Airport (TPA) shows that a well-executed digital presence doesn’t always need a giant marketing budget. Sometimes opportunities comes your way in the most unexpected situations.
In 2015 a child left their stuffed animal, Hobbes The Tiger, at the airport on their way to Texas. The child’s mother frantically called lost and found asking if anyone had seen it. Airport Operations Center manager Tony D’Aiuto and his team were able to retrieve it, but it’s what came next that positions TPA to earn best airport customer service. Going above and beyond in just leaving Hobbes at the lost and found, D’Aiuto took it upon himself to take the stuffed tiger on an adventure. Using a quick-to-print service from Walgreen’s, he was able to put together pictures and captions in a photo book. Hobbes is seen with airport staff, shops, and operations. Upon traveling back, the mother and child were surprised to find Hobbes and his TPA adventure.
Needless to say, the kid was ecstatic.
The TPA Adventures of Hobbes
Chronicled in their social media channels, the story gained traction online and quickly went viral worldwide. What made it a sensation? The story and images tugged at the heartstrings highlighting the good in the world. A seemingly simple act captivated millions and made the TPA brand that much more personable. How was that beneficial from a marketing standpoint? Much of their success is attributed to their organic reach. According to the Hillsborough County Aviation Authority, it gained a reach of 3 million, with 115K likes on Facebook and 78K impressions on Twitter, as well as millions more through shares by airport partners.
TPA's Twitter
Today, TPA's social media channels continue building its identity. Posts are relatable, engaging, comedic, and encourage personal connections with the company. So much so that there are avid followers of these channels, making it that much easier to reach customers and build the brand. While not directly related to customer service, it humanizes the airport increasing customer loyalty. The memefication of both their IG and TW is a way for the brand to stay on the pulse of internet culture. Their followers attest to the logic, as illustrated in their comments.
TPA's Instagram