O2 opens Gatwick lounge to push 'Roam Freely' scheme

O2 is launching a new execution in its ‘Roam Freely’ campaign by opening an airport lounge space at Gatwick’s North Terminal, designed to offer O2 customers, their friends and family somewhere to relax before jet setting off on holiday.

The activation forms part of O2’s summer campaign, which last month saw “brand mascot” Bubl travel across Europe in a pair of clogs and O2 become the headline sponsor of ITV’s Love Island.

All activity has the same purpose; to remind people that O2 is the only major network to maintain inclusive roaming while in the EU, using data, calls and texts just as they would in the UK.

The airport lounge has been devised by VCCP London, and global content studio Girl&Bear. Havas Media UK, together with Grand Visual and Blackjack, secured the 4,400 square feet of space, and is claimed to be the first time such a deal has been reached in the UK.

The lounge will offer holiday-makers the first drink of their break, snap-worthy scenery and travel-themed decor to hint at all the adventures ahead.

Parents travelling with children will be able to use the Disney+ room to watch movies and make any flight delays more bearable. For those who want to keep streaming beyond the lounge, O2 also offers new and upgrading customers six months of Disney+ on O2.

Comfortable seating, free WiFi, and device charging points, as well as special holiday deals such as Duolingo and hire car discounts via Priority will also be available.

To gain entry, O2 Priority members can download a valid QR code available through Priority which will then be validated at the ‘Welcome Desk’ in the Lounge. The lounge is open now until September 30. Lounge guests will also be able to get a pre-loaded O2 SIM card so they can also benefit from free EU roaming while they are away, even if they are on a different network.

To drive awareness, a campaign targeting O2 Priority members will run and will include push notifications geo-targeting customers nearby Gatwick Airport’s North terminal as well as using O2 owned ecosystem to drive awareness, engagement and excitement of the lounge through social channels.

For those not travelling from Gatwick North Terminal or worried about their outbound flight being delayed, O2 is offering free lounge access for Priority members and up to three travel companions at airports globally with SmartDelay, providing a place to relax if their flight is delayed by 60 minutes or more.

Virgin Media O2 director of brand and marketing Simon Groves said: “The summer holidays are in full swing and it’s exciting to see so many people travelling again, however I know I’m not alone in worrying about the stress of busy airports.

“That’s why we’re so thrilled to welcome O2 customers to our special lounge at Gatwick airport to offer them a relaxing haven, complete with everything needed to get that holiday feeling before take-off.

“At O2 we’re truly committed to taking the hassle out of holidaying. It starts with our preflight oasis at Gatwick, and continues with inclusive EU roaming. After two Covid disrupted years for travel, we’re delighted to be able to give our customers that extra benefit to make their holidays even more special.”

In addition, O2 has partnered with Holiday Extras to offer Virgin Media and O2 customers three months of holiday savings via Priority, including discounts of up to 35% off airport parking and 15% off car hire, travel insurance, airport transfers and airport hotels so Priority members can pocket some savings ahead of their holiday.

VCCP London creative director Daryn Lawrence said: “Love holidays, but loathe airport travel? Yeah me too. Instead of airports being a place to begrudge we thought we’d flip the script and allow O2 customers to embrace the magic of travel right at the start with a relaxing lounge, equipped with everything needed to kickstart that holiday feeling. O2 is all about cost-free, hassle free travel and our Lounge is the perfect extension of the Roam Freely promise.”