Columbia College Chicago Students Help Austin Airport Win Prestigious Marketing Award

Campus Communications Staff / Nov 21, 2024

students presenting branding concepts at austin airport
group in front of austin airport signage
Creative Agency class rebrands Austin-Bergstrom International Airport’s concessions, contributing to award-winning campaign.

Students from Columbia College Chicago’s School of Business and Entrepreneurship played a pivotal role in an award-winning marketing campaign that rebranded the concession services at Austin-Bergstrom International Airport. The new branding, Beats, Bites, & Flights, was a result of the innovative work done by Columbia’s Creative Agency class and the airport’s marketing team. The campaign was recently recognized with a prestigious Excellence in Airport Marketing award from Airports Council International – North America (ACI-NA). 

A Real-World Experience in the Creative Agency Class 

In 2023, the airport tasked the Creative Agency class, then taught by Clayton Smith, to rebrand the airport's aging concession services. In their class, students thoroughly researched and reimagined the concession program, ultimately creating a new brand identity that exceeded the airport’s expectations, according to Tae Martinez, public information officer and marketing program manager for the airport. 

“Their work not only won us an award but also earned recognition as a finalist for Best Brand Identity from ACI-NA,” she says. “It’s a testament to how much thought and effort they put into understanding our airport and making the brand resonate with travelers.” 

Rebranding With Fresh Energy 

Students pitched their ideas in person to the airport’s marketing team at the Austin airport where they received feedback that they later used to fine-tune their concepts. This collaborative approach was key to the success of the project. 

The students' work included everything from a new logo to a comprehensive brand identity that aligned with the airport’s goals. The original program, Shop, Savor, Groove, was transformed into Beats, Bites, & Flights, capturing the vibrant energy of Austin while emphasizing the city's connection to music, food, and travel. 

The logo designed by the students incorporated three key elements: a guitar, a fork, and a plane, representing live music, great food, and the spirit of travel. The class also chose a dynamic color palette — green for rejuvenation, tawny for excitement, and Nancy blue for balance — and selected typography that conveyed the brand's engaging tone. 

From Pitch to Award-Winning Campaign 

The work culminated in the official launch of Beats, Bites, & Flights in October 2023, with a promotional campaign that included radio ads to introduce the rebranded concession services.  The campaign won the ACI-NA award for Best Overall Marketing Program in the Large Airport category. While the award recognized the broader marketing strategy, the students’ creativity was essential in making Beats, Bites, & Flights a reality.  

Martinez emphasized the importance of the students' contributions. “We could not have achieved this recognition without their creativity,” she says. “Their insights and bold ideas really helped us meet our strategic objectives.” 

A Lasting Impact 

This award reflects the power of collaboration between academia and industry, where students not only showcase their talent but also make a tangible impact in the professional world. “The students brought so much creativity and fresh perspective to the table,” Martinez says. “Their work exceeded our expectations and made a lasting impact on the airport’s branding and customer experience.” 

For Columbia College Chicago students, the Beats, Bites, & Flights project was more than just an academic exercise — it was an opportunity to shape a real marketing campaign, one celebrated on a national stage. Their innovative contributions continue to inspire future students and professionals alike. 

Read more about Columbia College Chicago’s trip to Austin. 

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