Portfolio

London Luton Advertising

• Digital Marketing
• P.O.S. & P.O.P.
• Media Buying
• Design for Print
• Advertising

Background:

London Luton are one of the UK’s busiest airports. Milton Bayer originally worked with them to produce their new ‘Clearly Better’ corporate communication programme for the airport’s Community Engagement Strategy. This meant that when they needed to promote the new improved shopping and eating concessions at the airport, the obvious choice for the job was Milton Bayer!

Challenge:

Ahead of the main summer holidays, customers need to know before they fly that there is a plethora of shopping and eating upstairs. The campaign seeks to inform visitors about the retail and catering facilities available at the airport as well highlighting new brands such as JD Sports and Kurt Geiger.

Solution:

We worked with the airport at both a strategic and tactical level to come up with a series of integrated ad campaigns which need to work on many levels.

People move very fast through check-in, so our communications are both attentiongrabbing and immediately tell you what the ad is about in seconds. The ads work as versions for the airport overall but also for individual stores, this helped with funding and agreeing the advertising amongst the different retailers.

We sourced individual products from all retailers at the airport ourselves to form the ‘bags’ which represent the shopping available at the airport, using several photographers to get the 1000’s of shots done in record time.

We then created a separate bank of evocative ads to encourage people to realise that their holiday starts now, and that they can start enjoying it in the food courts available right here!

Results:

In a campaign running across onsite 48-sheet posters, animated digital screens and installations, this campaign went from strength to strength. Retailers were happy that we’d found a way for them to have their own advertising, and our client was happy that we were successfully informing passengers of the extensive service and retail facilities available to them as they pass through the airport.

Other airports in the group, including Belfast and Cardiff were very interested in the advertising strategy, so the concept  developed to encompass all brands Europewide. We then produced giant 9ft P.O.S installations in the airport to further promote the campaign, and off the back of the success we have been invited to put forward subsequent approaches for the international group.