Ad Copy Development for Dulles International Airport Advertising Campaign
Developed compelling, audience-targeted ad copy for two high-visibility ad placements at Dulles International Airport. The ads effectively communicated RealmOne’s mission-driven work in national security, driving awareness for both recruiting qualified IT candidates and attracting B2B partnerships in the defense sector.
Quick Snapshot
Client: RealmOne
Role: Lead Copywriter
Primary Goal: Increase brand visibility and attract top talent for mission-critical IT roles while positioning RealmOne as a trusted partner for government and defense agencies, emphasizing its expertise in cybersecurity and national security missions.
The Challenge
RealmOne sought to increase brand recognition and attract top talent for mission-enabling IT roles, while also positioning the company as a trusted partner for government and defense agencies. The ads needed to be highly engaging in a high-traffic area, conveying the company's commitment to national security and cutting-edge technology, while addressing two distinct audiences: B2C (qualified candidates) and B2B (potential contracting partners).
The Approach
Collaborated closely with the graphic design team to ensure that both the ad copy and visuals aligned with RealmOne’s established brand identity and messaging.
Focused on a dual-message strategy: one to attract qualified candidates for mission-critical IT roles, and the other to highlight RealmOne’s expertise to government and defense leaders looking for strategic partnerships.
Integrated RealmOne's core values of mission, innovation, and high-tech expertise into each ad, reinforcing the company’s critical role in national security.
Tailored the copy to resonate with each audience while maintaining consistency across messaging to build brand cohesion.
The Solution
B2C Ad Copy: Focused on attracting qualified candidates with messaging around mission-enabling roles, and the impact of working on national security operations.
B2B Ad Copy: Positioned RealmOne as a leader in cybersecurity and advanced technology solutions, emphasizing the company’s expertise in supporting critical national security missions and its role as a trusted partner for government agencies and contractors.
The Results
Successfully launched the ad campaign, with placements in high-traffic areas of Dulles International Airport, strategically targeting both potential candidates and B2B partners in the heart of the region’s tech and defense sector.
Positioned RealmOne as a top choice for qualified IT professionals and defense leaders, helping to raise awareness about its mission-driven work in the national security space.
