Park&Co

How we "changed the conversation" about Phoenix Sky Harbor Airport from bad to good.

Airports get a bad rap. They're our portal to the world. They deliver loved ones from faraway places. They bring business to town and allow us to take our business everywhere. But given all these little miracles, the things we're most likely to associate with airports are parking hassles, security lines or the obnoxious roar of a jet overhead. Such was the identity problem of Phoenix Sky Harbor, one of the busiest, best-run airports in the country.

Like all major airports, Sky Harbor had a slight sound situation, and no matter what they did to improve it, a fairly loud minority living near the airport was continually making noise about it. Since Park&Co is well-stocked with loud personalities, we were a natural choice to help abate the problem.

So what do you do about a noise problem you can do your best to minimize but never completely illuminate? Why not address it head on? Why not point out what the community would sound like without a well-run airport? Namely, crickets. Our campaign, "It'd Be Awfully Quiet Without Us," reminded Phoenicians of all the positive things Sky Harbor makes possible that we take for granted: the thousands of jobs, the hundreds of millions in business and tourism dollars, the countless cries of joy as friends and family reunite. Taking all these into account, a 737 doesn't seem so loud anymore.

Noise abatement will always be an issue for airports, whether it's the roar of the jets or the protesting of the neighbors. But the right communication can provide valuable perspective. Vital benefits don't get lost in the din. And sky-high tempers come back down to earth.

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