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This past November, Ava and Catherine headed south to the Miami International Airport (MIA) to meet a special guest and film an exciting new video for their Trusted Traveler Programs (TTP) clients at U.S. Customs and Border Protection (CBP). Just in time for the holidays, Santa Claus himself joined the Elevation team to help highlight the benefits of Global Entry.

The video opens with Santa landing his sleigh on the runway and making his way towards security, bringing smiles to the faces of travelers as he walks by. He stops at the Global Entry Portal, captures his photo, and proceeds through security, demonstrating how seamless the process is. At baggage claim, Santa retrieves his many gifts, preparing for his worldwide gift delivery.

By following Santa’s journey throughout the airport, we aim to communicate the program’s key advantages effectively. After all, it’s a big deal that Santa trusts Global Entry when flying internationally, especially during this very important time of the year. Plus, it is a great way to spread some holiday cheer.

With a quick turnaround time, the Elevation team worked quickly with Creative Director Juan and Executive Producer Elias to bring this video to life. The team for this project included producers, videographers, make-up artists, audio technicians, and many more. All worked collaboratively to bring this holiday concept to life.

This video is featured on the CBP website and has been distributed across CBP’s external communications channels. Stakeholder partners are also encouraged to share the video with their audiences to help amplify the message and add a little extra festive spirit to their communications. Check out the video on Elevation’s social media pages and on CBP’s official YouTube channel!

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As we wrap up 2024, we’d like to take some time to reflect on some of the biggest moments and milestones that proved once again: family elevates everything.

The Year in Pictures

Year after year we challenge ourselves to find new ways to view and solve communications challenges. Even after more than 10 years supporting the Centers for Medicare & Medicaid Services (CMS), we have continued to find novel––and highly effective––approaches for promoting health insurance coverage as part of the Affordable Care Act. In 2024, we led two productions filmed in Miami. The first campaign, titled “Changes Happen” highlighted the many life changes, like marriage and retirement, that prompt new healthcare coverage needs. The second, titled “Testimonials,” featured real-life stories of people who benefitted from finding and securing insurance through the Health Insurance Marketplace.

Similarly, for U.S. Customs and Border Protection (CBP), we managed highly successful productions in Miami and Dallas in partnership with Merge Studios, to showcase innovative new technologies that help travelers navigate customs swiftly and easily.

Our Global Adventures

From Tokyo to Amsterdam, the team traversed the world representing CBP’s Visa Waiver (ESTA) Program. In Tokyo, Amanda and Harrison attended Tourism Expo Japan, one of the largest travel trade shows in the world. The show gave us the chance to showcase the ESTA-san anime character and engage audiences with our U.S. trivia game. The team also explored the iconic Tokyo Tower and sang some karaoke (Amanda may or may not have stolen the show with her vocals!) In London, they attended networking events at the V&A Museum and Sky Garden, and further strengthened ESTA’s presence in the global travel sector.

Since June, we’ve been busy kicking off a massive effort to promote CBP’s Trusted Traveler Program brands worldwide. Soon, a high-impact creative campaign will debut to showcase Global Entry, the program’s most notable brand. Then, we’ll roll out a range of promotional items, including digital ads, signage, newsletters, collateral materials, and stakeholder toolkits.

Awards and Recognition

The Centers for Disease Control & Prevention (CDC) Tips from Former Smokers Campaign was a finalist in the “Government and Politics” category at the 9th Annual Shorty Impact Awards and received the “audience honor” award. The Tips campaign is the longest-running smoking cessation campaign in the country and systemically delivers year-over-year positive impacts on the health of the American public. We are beyond proud to be part of such meaningful work; these recognitions are a testament to our team’s dedication and creative passion.

In 2024, Elevation was named the #1 Small Business in the country serving the federal government in GrowthLab’s annual report of top marketing communications firms. Thriving amid such fierce competition is no small feat and is a testament to our ability to build trusting client partnerships, evolve our capabilities, and challenge ourselves again and again. More than anything, when we deliver strong results, our federal clients get excited to launch new campaigns and initiatives. That, in turn, contributes to our own growth and staying power.

Our Growing Family

In 2024, we also celebrated our expanding family, when Gaby welcomed her precious baby boy! And we were thrilled to welcome Francisco officially, and to add his unique spark of creative energy and perspective to our design work.

We also welcomed Ferrovial into the fold as a new client, after our long-time friend and former client Patrick Flanagan joined their team. We are always grateful when old clients land at new organizations and ask us to assist with their marketing and communications.

Cheering Life’s Grand Moments

And finally, this year, we had some golden opportunities to come together to cheer:

• Peyton’s Wedding in Costa Rica: Surrounded by friends, family, and breathtaking Pura Vida vibes, Jimmy’s daughter Peyton tied the knot with her beloved Jake. Amanda delivered what may very well have been the best rehearsal dinner speech of all time, and there wasn’t a dry eye under the tent when Jimmy spoke.
• Charlotte Turning One and Taking Her First Steps: Catherine’s daughter Charlotte made her office debut, crawling between desks and chasing Lincoln and Luna. She also took her first steps and marveled at the candle on her first birthday cake.
• Harrison Moving to the Windy City: Just in time for winter to “settle” in, Harrison took a bold step by moving from DC to Chicago. Thankfully, he’s able to work remotely and easily support clients.
• Pablo Donned a Captain’s Hat: After learning the ropes, Pablo became an official waterman when he earned his Captain’s license. Best of all, he hasn’t been responsible for any accidents or citations!
• Jimmy Going Bionic! Finally, after years of dealing with nagging athletic injuries, Jimmy underwent his second knee replacement surgery. And now that he’s fully healed, there will be no hobbling into the New Year!

Thanks to all who helped make 2024 another banner year.

Happy holidays from the entire Elevation family!

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How did that happen? In 2004, the U.S. Border Patrol gave a small, passionate Hispanic creative agency (yes, Elevation!) a golden opportunity…The chance to develop a campaign to dissuade migrants from making the deadly trek across the Southern border. Our award-winning work on No Mas Cruces en la Frontera (“No more crossings/crosses on the border”) ran consistently throughout Mexico and the U.S. for more than a decade.

Not only was that campaign a singular success, but it also opened doors to many other initiatives and a magical alliance and friendship we value immensely. We proudly continue on the path of cultivating our own deep expertise and commitment to the significant issues addressed by the U.S. Border Patrol mission.

It is not a stretch to say that were it not for the U.S. Border Patrol, Elevation would not be the agency we are today.

We raise a glass to 100 years and celebrate all the men and women who have served U.S. Border Patrol past and present. And we thank you for that service.

Honor First!

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This was an excellent way for our client to give an in-depth overview of the new ESTA Mobile App, the requirements of the Visa Waiver Program, and CBP programs like Global Entry and MPC.

Listen to the full episode here!

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Account Executives, Amanda and Harrison, headed to L.A. to promote the Visa Waiver Programand make key connections with industry stakeholders. IPW once again reminded us what it truly means to “work hard, play hard”.

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Matt Herath, represented the greatest of humanity, inspiration, whit, intelligence, passion, creativity, talent and love. His light will NEVER stop guiding and influencing all we do and represent.

WE LOVE YOU MATT – MAY THE ANGELS WELCOME YOU HOME.

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