Background: The Speech and Debate tournament will be landing at RIC. They are excited to travel and have zero expectations for what Richmond has to offer.
Problem: Emotional connection to the city is an afterthought in the airport experience.
“87% of Gen Z travelers now leave room in their itineraries for "unexpected local discoveries" or "lore chasing." | Source: American Express Travel Trends
Audience: First time flyers, Gen Z, nervous, drawn to interactive moments
Insight: Event attendees come to Richmond because they have to. The airport will bring them back because they want to.
The Big Idea: Give the Speech & Debate attendees an authentic taste of Richmond upon arrival, sparking curiosity and showing them what they’ll want to come back for.
