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STL100: 100 Years of Flyness

Celebrating the centennial anniversary of St. Louis Lambert International Airport

A visionary who foresaw flying for the masses, Albert Bond Lambert, along with the Missouri Aeronautical Society, acquired the lease for 170 acres of farmland on June 18, 1920. Eight years, during the age of Babe Ruth, Amelia Earhart, and the New Deal, this land became one of the first municipally owned airports, known as Lambert-St. Louis Municipal Airport. It was the dawn of commercial air travel in St. Louis… the sky was the limit.

To celebrate the centennial of Lambert’s signing, St. Louis Lambert International Airport (STL) and Dovetail joined together to create an immersive, promotional program dubbed “Flyness!” “Flyness” (or the variation “to be fly”) is defined as stylish, posh, cool, amazing, awesome. Featuring the tagline “Celebrating 100 Years of Flyness”, the 100th anniversary campaign is not only an overview of the rich, important history and milestones of STL, but also a journey through time and history itself, which shows off where the airport has been, points to where it’s going, and celebrates just how “fly” they’ve been all along.

Tying the different decades together, the Dovetail team created a series of custom logos, each embodying an era of “Flyness”, to be used in videos and throughout the promotion. Through the use of archival STL photography and video, along with historical footage, Dovetail took a documentary-style approach to create and develop an entire campaign of messaging and imagery, starting with a long-form video that told the entire story of STL and its “Flyness” throughout the past 100 years of history. Based on the long-form video, Dovetail then produced a series of short, bite-sized versions for quick, easy sharing and viewing across all social media channels, each one focused on a decade or span of time in the history of STL.