Burns Marketing

Colorado Casualty

Air Go

Internal corporate rebranding campaigns often involve a dry event, polite applause, and some shiny new ballpoint pens. Not exactly the engaging experience that gets employees enthusiastic about a new brand.

So rather than a typical approach of executives-unveil-new-direction while-employees-stifle-yawns, we took commercial insurance provider Colorado Casualty to new heights to announce their partnership with a well-known national insurance carrier. We gave their employees a ticket to fly on “Air Go,” an optimistic airline theme and teaser campaign designed to get everyone on board with the new brand.

Over several days, travel-industry style brand messaging popped up around the offices, in the form of boarding pass invitations, signage, posters, in-flight magazines, and even flight attendants offering complimentary beverage service. An interactive portal delivered daily itineraries and quizzes, and the turbulence-free campaign culminated with the “Air Go” flight touching down in paradise, an all-staff event where management outlined Colorado Casualty’s future “travel plans.”