Responding to the needs of an important, under-served passenger population, MIA created "MIAmamas," a one-of-a-kind program that offers eight strategically branded nursing suites located on each of MIA's concourses. Using the power of social media, MIA created the hashtag #MIAmamas, to spread awareness of the suites and position MIA as a thought-leader in providing an airport-wide solution for traveling mothers.
The #MIAmamas hashtag was created to play off the universally understood word for mother along with MIA brand name. This is particularly important in a large international airport that serves 44 million passenger a year. The hashtag also played with the well-known brand of Mamava, the company that manufactured the nursing suites. The #MIAmamas brand was marketed on the inside of the units, as well as on all printed and digital collateral. MIA and the Mamava vendor used their mobile apps to enable traveling mother to readily find the suites.
Nursing moms are welcome to feed or pump anywhere at MIA, but the MIAmamas suites offer traveling mothers options other than restrooms to be with their babies. The hashtag serves as a positive and powerful way to reach traveling mothers and create a conversation around the airport's new amenity and its thoughtful efforts to provide customer service to an underserved community.
Highly successful from media, print, social and digital responses.
