Being able to analyze a customer service win from a hometown entity was not something I thought would come about in this blog, but it has.  

Tampa International Airport (TPA) has always prioritized passenger satisfaction. With a larger open main terminal, navigation and transition to the air-side terminals is easily manageable and quick. If you have ever been in an airport, the hardest thing to do is navigate using the terminals by using the hanging signs. TPA has made sure to put the consumer/passenger first before they even walk through the doors, and they continue that dedication until those passengers return home.  

In one instance, a young traveler forgot their stuffed Hobbes, the tiger from the Calvin & Hobbes comic strip, while on a trip with family. The mother of the young traveler called the airport and requested they do what they could to find the missing feline. When the airport staff did find the beloved stuffed animal, rather than just sticking it in a locker, or a desk drawer they decided to follow the heart of the comic strip. The staffer, I would surmise a Calvin & Hobbes fan themselves, knew that Hobbes would love to go on an adventure and that his IRL Calvin would appreciate the tiger’s journey. The airport employee granted Hobbes a once-in-a-lifetime experience by providing him with a behind-the-scenes look at the airport’s operations, while also treating him to amenities like premium ice cream and access to the gym. However, when Hobbes’ journey was complete, the staffer memorialized the adventure in a hardback book for the young traveler, giving him his very own, one-of-a-kind Calvin and Hobbes story (Tale of tiger’s big adventure, 2016). 

Tampa International Airport shared this heartwarming story on their social media accounts after the fact. The response from their audience made the story go viral, eventually being told overseas and helping them win an award, a Shorty.  Not only did they show the hard-working individuals who helped the airport function, but they were also about to show off some amenities but doing it while highlighting their consumer-facing atmosphere. If there is one thing that audiences love, it is genuine care and empathy shown to children from big brands or corporations. By giving the brand a human touch and showing empathy towards the child’s distress of losing his favorite stuffed animal, TPA was able to make the target audience perceive it as a caring entity instead of just a cold, impersonal building made of steel.  

But again, they managed to carry this caring image through their responses to comments made on social media. TPA made sure to “like” several comments and even respond to a few. This made sure the audience understood that TPA was invested in this story and was not just sharing it to get a pat on the back. TPA also updated followers on multiple occasions about the staffer, the outcome of the story, and even the award they won. While the succeeding post did not have the same engagement power as the others, it did again reiterate that TPA was invested in the story for the right reasons.  

Overall, I think TPA along with their staffer, Tony D’Aiuto’s assistance struck lightning with this story. This story is not one of those stories a team of marketing geniuses can write up, it is a story that evolves naturally and is easily understood by all audiences. TPA was masterful in how they portrayed the story to their audiences, creating a simple, short, and effective social media post.  

Currently, now a decade past Hobbes’s adventure, TPA has expanded its social media from just Facebook and Twitter, to include Instagram as well. They post consistently on all the platforms they employ. They also change their tactics depending on the platform.  

• Facebook – They post engaging questions, eye-catching photos, short-form videos, and updated services from the airlines that have hubs at TPA.  

• Twitter – They post some of the same engaging questions, photos, and short videos, and they sprinkle in GIFs and alerts as well.  

• Instagram – Again sharing some of the same questions and photos, there are photo carousels (posts with multiple photos) and more meme-related content.  

The media breakdown shows TPA understands its audience and how they differ on different social media platforms. When it comes to their website, their main concern is giving consumers access to travel information rather than stories or advertisements.  

I would consider TPA to be at the forefront of ethical digital engagement with its consumers. They make sure that consumers can easily get the information that they want and need, without being bombarded by useless information. On social media, they share heart-warming stories, and business updates again without being overbearing.  

TPA is a prime example of how a marketing team should portray a brand on social media.  

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References

Tale of tiger’s big adventure highlights airport’s commitment to customer service. The Shorty Awards. (2016). https://shortyawards.com/8th/boy-leaves-stuffed-tiger-at-tpa-returns-to-a-tale-of-tigers-big-adventure-see-more-at-httpww  

Tampa International Airport. (n.d.). FlyTPA [Facebook page]. Facebook. https://www.facebook.com/FlyTPA 

Tampa International Airport. (n.d.). FlyTPA [Instagram profile]. Instagram. https://www.instagram.com/flytpa/ 

Tampa International Airport. (n.d.). FlyTPA [Twitter profile]. Twitter. https://twitter.com/FlyTPA 

Watterson, B. (1986). Calvin & Hobbes. CBR.com. Retrieved March 27, 2024, from https://static1.cbrimages.com/wordpress/wp-content/uploads/2023/06/calvin-and-hobbes-a-dog-stole-hobbes.jpg?q=50&fit=crop&w=750&dpr=1.5.