Paul Matsen - Chief Marketing and Communications Officer
Welcome to "Cleveland Clinic" Hopkins International Airport.
Through the end of September, 2008, Cleveland Clinic has "taken over" the region's premier air hub to share the good news about the Sydell and Arnold Family Pavilion and Glickman Tower. We're letting people from near and far know that Northeast Ohio now has two of the most advanced medical buildings in the world.
Cleveland Hopkins International Airport is the perfect place for the Cleveland Clinic message. It's a crossroads of the world, with direct international flights to France, England, Canada and Mexico. It's also a major hub for Continental Airlines, the fourth largest air carrier in the United States.
The airport was established in 1925, when Cleveland Clinic itself was only four years old. In 2007, it handled more than 11.5 million passengers, traveling for both business and pleasure. Every year, it is used by thousands of patients traveling to and from Cleveland Clinic for medical care.
All this August and September (two of the busiest travel months of the year) Cleveland Clinic's colorful signage will be the airport's dominant visual motif.
Travelers using Concourses A, B and C will be exposed to enormous wall wraps with pictures of the new buildings and the announcement of their opening.
Arriving passengers will see signs throughout the baggage-claim area, and announcements on the airport's digital kiosks.
Copies of the brightly designed, "Step Inside" welcome guide to the new buildings will be distributed in Continental's President's Club.
Not only passengers, but the 9,000 employees who work for the airport, its airlines and vendors, will be exposed to these messages every day.
And Cleveland Clinic's presence doesn't fade when travelers take off. Once in the air, they can enjoy a special double-page spread celebrating the new buildings in Continental Magazine.
The takeover of Cleveland Hopkins International Airport is only part of the largest informational campaign in Cleveland Clinic history. Marketing, Communications & Planning is promoting the buildings through every possible media: from highly targeted consumer publications, to tours for referring physicians, to this website, www.meetthebuildings.com. We've created videos, press releases and special welcome kits for donors, VIPs and referring physicians. We're placing news stories and major ads in national and international publications. We're assuring coverage on television news, medical publications and around the web.
Why are we making such an enormous effort for the Miller Family Pavilion and Glickman Tower? Because these buildings offer hope to people who are affected by some of humankind's deadliest and most difficult disease conditions. We need to do everything we can to communicate this hope to everyone who can benefit from Cleveland Clinic care, wherever they may be.
Our efforts will also benefit the entire community. Publicity at the airport and elsewhere tells the world that Northeast Ohio has "arrived" as an international center of medicine and biomedical technology.
The Miller Family Pavilion and Glickman Tower are big news today, and they're going to stay big news well into the future. You can be sure that we'll be working hard for them and our patients long after the opening celebrations are over.
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Deborah Plummer responded on Tuesday, September 02, 2008
- This is a very exciting time for Cleveland Clinic and I am so glad we are telling our story and sharing it with the Northeast Ohio community and with the world. I am proud to be a part of the Clinic and others feel this pride as well. Last evening I had dinner with women professionals from the area who expressed their excited about the new buildings, the landscape and view it now affords the city. Of course, this represents just the physical aspect and it is even more thrilling to know that pateints will receive great care and service here as well everyday. Thanks for all the work that has gone into this tremendous project.
