Alex McGill

The Challenge: Create a piece of serialized content that showcases Porter Airline’s three pillars: style, care, & charm.

The Idea: Tell Porter’s story through its destinations, and more specifically through the people and places that make them worth visiting.

The Outcome: A series of shorts that actually barely mention Porter at all, drawing focus instead to the small businesses that make Porter destinations so special. By decentering the airline, we gained community trust, built awareness, reached new audiences, and established Porter as a travel tastemaker.