Colorado Springs Airport is in DIA’s shadow. Their relatively small size was something they had long tried to hide from and flee. After the Story Workshop we urged them think of their size in terms of benefits—small lines, small waits, small walks. “Colorado’s small airport” was born and led to our developing a marketing campaign that connected small to the emotional benefits of ease, friendliness, and low stress. Southwest Airlines pointed to this campaign as the reason they decided to add Colorado Springs Airport as a new destination. Locals have a newfound loyalty to the airport, often saying “I love my small airport.”