We rebranded the Seattle-to-Portland drive as, “The Slog. The longest three-hour drive in American history.” Rich banners featuring unwinnable flash games directed consumers to The Slog’s site, which featured 14 faux-historical mini-docs. Each video focused on a different peril along the journey and positioned Horizon as the far-less-cruel alternative.

84k more passengers flew the Horizon Shuttle compared to the same period the previous year—a 19% increase.