Is it a digital display ad? A billboard? An app?

Whatever you call it, it looks like @yourgate is piloting its new product and service in San Diego Airport, and I wish I’d seen this before I ordered my burger bowl at The Counter en route to Denver today. I would have had the Thai they advertise from Saffron, even though I know they are in Terminal 2 and I was in Terminal 1 and not about to re-enter the whole TSA madness. And even though I had Thai two nights ago. @yourgate is an idea that clearly saw the white space of opportunity in airport food for travelers. I wish I had thought of it.

An idea born of a consumer insight—airport food sucks, there is limited choice, in most airports you don’t even know where to go to find it. Time is tight. You’re usually hungry and you would give anything for “real” food and not a soggy pre-packaged sandwich or some fried fare from the usual gut-filler suspects.

So, now I’m thinking of all the ways, media platform-agnostic, that the people behind the gate can bring their genius idea to life, to scale faster and to serve the wanting and hungry travelers at gates in airports everywhere across the country.

Saffron_Thai_sign

Here’s their pitch (courtesy: atyourgate.com): “We are the in-airport order and delivery app for travelers, flight crews and airport employees. Open the app, browse, order and relax. We got this. We’ll bring it all to you. At Your Gate.

This idea? Genius. The heart and soul connection of their message, not so much. This is NOT meant as a slam on a team that clearly saw a consumer need (I’ve already said I wish I had thought of it). It just simply reveals the most common lack in most marketing communication today—listing your brand or product features and benefits a.k.a. nuts and bolts, but giving your potential consumers nothing to connect with, no reason you matter, or to get excited or think “gotta get me some.”

What matters most is the connections a brand makes to the heart and head of consumers. @yourgate is genius. It should become a successful transmedia brand that can pick its partners and set its prices based on the traffic and opportunities available at different airports across the country. It should matter. And make people healthier. And feel better. And less stressed when they fly. We should see it everywhere. On weather.com where we are packing the night before a trip and checking the weather of our destination. On the bottom of our boarding passes. On in-app reminders to check in.

It will take off, no pun intended. I know it will. And we will all be better for it!

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