Gatwick Airport is launching a new summer campaign to tap into the holiday season by further showcasing the airport’s broad retail and catering range and the great savings that can be made.
The initiative, dubbed ‘Tempted Before Takeoff’, has been devised by Publicis Chemistry, which first started working with the airport in July 2012.
It follows the success of ‘The Gatwick Collection’ campaign in December 2013, and activity includes print, posters and digital advertising. Havas Media has handled outdoor and digital buying.
The series of creative executions showcase a range of aspirational products and meals, along with humorous excuses that led them to purchase such as: “But darling, you can use it too”, “I’ll wear them all the time” and “You never know when you’re going to run out”.
The creative emphasises how passengers can find the perfect excuse to treat themselves before takeoff, from Gatwick’s world class collection and up to 20% off high street prices.
Targeting people travelling to Gatwick Airport during the peak season (July to September), it features six separate executions including: Shoes, Camera, Perfume, Food (one for North and one for South Terminals) and a Range visual. A social competition will also support the campaign, developed to give passengers the opportunity to win Gatwick shopping vouchers.
All communication will drive people to the campaign page on the Gatwick website where they can learn more and register for the Voucher Passport programme to take advantage of further offers and savings.
Gatwick Airport head of retail Spencer Sheen said: “At Gatwick we’ve invested millions in improving the shopping and eating experience to ensure every passenger can quickly and easily find what they need and want at the best possible price. People can delight in finding luxury designer bargains alongside high street favourites all under one roof and the campaign demonstrates this in both a witty and charming way.”
Publicis Chemistry executive creative director David Prideaux said: “We Brits are all the same – the better the deal, the more we spend and the more we spend, the more we invent excuses for what we’ve bought. The Gatwick summer campaign is a brilliant demonstration of this insight – and it looks stunning to boot.”
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RT @DM_editor: Gatwick woos holiday shoppers with @Publicis_Chem campaign http://t.co/Zp4UKoKNkA #directmarketing #digitalmarketing #advert…