How the TSA’s Plan to Make Security Lines Shorter Failed

If long security screening lines at the airport have you down, you and your fellow travelers have only yourselves to blame for not “turning a place of ‘no’ into a place of ‘yes'” by enrolling in the Transportation Security Administration’s PreCheck program.

A Virginia marketing company used that phrase to describe the challenge it faced in 2014, when it launched what eventually became a $1.53 million marketing campaign intended to help popularize the TSA’s expedited airport security screening program.

The “Be There” ad campaign was part of a big bet by TSA that it could increase signups for PreCheck and therefor speed. . .

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