c.j.’s work at tampa international airport
from solid to unstoppable: how c.j. grew tpa’s social media into one of the most-talked about brands
Tampa International Airport already had a presence on social media when C.J. took over the accounts in 2022, but there was a ceiling. The goal wasn’t to build things from scratch — it was breaking through to a completely different level of relevance, engagement and reach.
In approximately four years, C.J. grew TPA's social media following from roughly 250,000 followers to over 650,000 followers, making TPA the most-followed large U.S. airport when measuring followers against passenger volume.
By taking strategic risks, leaning into real-time trends, and writing in a voice that sounded like the audience, C.J. helped TPA sound like a nextdoor neighbor — not like a government agency.
This strategy made TPA's brand voice stand out online, becoming one of the most talked-about brands on social media.
Social media campaigns C.J. generated and oversaw earned TPA an estimated $40 million in media value at a minimal financial cost.
samples of viral social media content created by c.j.
signature campaigns
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signature campaigns *
name the flamingo contest
Turned a simple naming contest into a viral, community-driven moment that drove massive engagement and media attention.the faux crocs and pajama bans
Satirical "ban" announcements that played perfectly into TPA's sarcastic voice — sparking widespread shares and national news coverage.bringing tpa’s flamingo to life as a quasi-spokesbird
Transformed the airport's flamingo sculpture into a recurring social media personality, giving the brand a recognizable, ownable character across platforms.