Overview

In the wake of the post-pandemic travel resurgence, the U.S. Department of State Bureau of Consular Affairs faced an unprecedented influx of passport renewal requests and the resulting strain on processing times. The Passport Renewal Campaign aimed to expedite renewal processing and reduce wait times by encouraging behavior change and awareness of early passport renewal.

Challenge

Following the post-pandemic surge in travel, a record number of U.S. citizens found themselves with expired passports, overwhelming the Consular Affairs passport renewal system. There were upwards of 21.5 million applications in fiscal year 2023—totaling 2.8 million more than in 2022. This influx of renewal requests led to extended processing times, with expedited delivery wait times surpassing those of standard processing. Also, expedited requests mean in-person appointments, which require six times more staff to process. The overall challenge revolved around restoring processing times to pre-pandemic levels and alleviating the strain on the passport renewal infrastructure.

Strategy

This campaign required casting a wide net in a public awareness campaign that would put passport processing on the minds of traveling Americans writ large. Eye-catching creative with bold colors and a simple message were placed through paid media in out-of-home ads in highly visible areas of airports and on billboards across the country, as well as social media. The ads, easily read with a glance, urge timeliness in passport requests to avoid travel disruptions. Additionally, the campaign encourages individuals to renew their passports well in advance of expiration to avoid expedited processing fees and delays, with the main message being “Check your expiration, BEFORE you book.”  By implementing these strategies, the campaign aims to streamline passport renewal processes, reduce backlog, and restore processing times to pre-pandemic levels.

Solution

The campaign implemented a multifaceted approach to amplify the message that the traveling public can expedite passport processing and reduce wait times by not waiting to apply for a passport or get them renewed. Leveraging integrated strategic plans and a comprehensive paid media strategy, the campaign employed various tactics to reach U.S. citizens and change their behavior regarding passport applications and renewals. 

• Integrated Strategic Plans and Paid Media Strategy: Developing cohesive plans and utilizing paid media channels to maximize reach and impact. 

• Creative Concepts: Crafting engaging and persuasive messaging to convey the importance of passport renewal. 

• Digital Advertising: Utilizing paid search, paid social, display or programmatic, and native advertising to target diverse online audiences. 

• Influencer Marketing: Engaging influential voices to amplify campaign messaging and encourage proactive renewal behaviors. 

• Digital Out-of-Home Ads: Placing targeted ads in airports across the country and in high-traffic locations such as Times Square in New York and Melrose Avenue in Los Angeles. 

• Travel Industry Partner Toolkits: Collaborating with travel agencies, airlines, cruise lines, and study-abroad programs to provide resources and support for promoting passport processing awareness. 

Results

The Passport Renewal Reminder Campaign yielded remarkable results, showcasing the impact of the implemented strategies: 

• Impressions: With a total of 528.8 million impressions, the campaign achieved extensive visibility and exposure across digital channels, effectively raising awareness about passport renewal and encouraging action. 

• Ad Clicks: A total of 6.78 million ad clicks were recorded, reflecting the campaign's success in driving user interaction and prompting individuals to explore passport renewal resources and information further. 

• User Acquisition: The campaign attracted a total of 5.2 million users to the passport renewal platform, and among those, 4.5 million were new users, demonstrating the campaign's effectiveness in expanding the reach of passport renewal messaging to previously untapped audiences. 

• Sessions: The campaign generated a total of 7.3 million sessions on the passport renewal platform. Users were deeply engaged with the campaign content, spending an average session duration of 4 minutes and 46 seconds on the platform. This prolonged engagement signifies a high level of interest and receptiveness to the passport renewal message. 

• Key Page Conversions: A significant number of users, totaling 4.6 million, completed key page conversions, and 2 million of those users clicked to fill out the passport renewal form, showcasing active user engagement and participation in the renewal process. 

These impressive metrics underscore the campaign's effectiveness in addressing the passport renewal backlog, engaging users, and promoting proactive renewal behaviors among US citizens. 

Conclusion

The Passport Renewal Campaign has achieved remarkable success, driven by comprehensive strategies and a strong response from U.S. citizens. Throughout the campaign, we’ve observed extensive engagement and reach, with millions of users actively participating in the passport renewal process. Users demonstrated a high level of commitment to the campaign message, spending significant time on the platform and actively interacting with the content. This deep engagement translated into tangible action, with millions of key page conversions and form fill clicks recorded, indicating a strong intent to initiate passport renewal.

Additionally, the campaign's widespread visibility and impact across digital channels effectively raised awareness about passport renewal and ultimately aided in decreasing wait times by more than half. Overall, the campaign has not only addressed the passport renewal backlog but also promoted proactive renewal behaviors among US citizens, ensuring hassle-free travel experiences and passport readiness for all.

Feedback

“The email from Consular Affairs said how pleased they are with everything.” –Julie Trainor, Executive VP Sales, Federal Resources Corporation