• by Danielle Oster , December 24, 2025

There's a lot about the air travel experience that can feel stressful, particularly during the holidays.  A campaign from creative agency Allen & Gerritsen (A&G) for the Massachusetts Port Authority (Massport) and Boston Logan International Airport, in partnership with Delta Airlines, aimed to transform a typically anxiety-stoking part of the process into a moment of holiday joy.

On Dec. 15, passengers on one random Delta flight arrived at baggage claim at Boston Logan to find a $100 American Express gift card in a festive envelope attached to their bags.

“With ‘Emotional Baggage Claim,’ we wanted to bring some joy to the end of people’s journeys, knowing that the end is where all the stress and travel fatigue can really hit,” A&G Creative Director Jeff Marois told Marketing Daily.

The December “Emotional Baggage Claim” activation follows a similar one last month for the Thanksgiving holiday travel period, with the initiative expanded after the previous success. “Emotional Baggage” was also designed to reach a wider audience outside of the airport, with a longer runway than the holiday season, thanks to a campaign video and other content shared on social channels. 

“While this was a surprise and delight initiative, we also shared through Boston Logan's organic social channels and got great responses, with many people engaging with the brand and hoping they, too, may experience a moment like this at the airport,”  Marois said. “It sets us up to expand on ‘Emotional Baggage Claim’ moving forward.”

“This activation was made possible through close collaboration between Massport, Delta Airlines and A&G, Massport CMO John Raftery added. “Bringing it to life required logistical support from the Delta team as well as other teams at Logan Airport. This collaborative approach allowed us to surprise and delight our travelers without any interruptions or delays to service, as well as quickly edit and share content from the activation.”

To pull off the activation, Marois explained, the agency worked alongside multiple departments at Massport to coordinate  “a three-camera content capture along with the actual activation.” The agency then worked to edit the footage and share the video on social media the same day.

“Emotional Baggage Claim” represents A&G’s first experiential campaign for Massport  since being named its brand marketing and social agency of record in November, following a competitive review.