CREATIVE DIRECTION | CAMPAIGNS | MESSAGING | DIGITAL | PRINTLondon City Airport
OVERVIEWLondon City Airport (LCY) is a smaller airport traditionally known for being a business travel airport which competes with the bigger ‘London’ airports.
THE PROBLEMThe aim of the campaign was to try to get holiday makers to fly from London City Airport instead of the bigger more well known airports – namely Heathrow, Gatwick and Stansted.
People mainly know LCY for business travel but it does have some strong USPs which just needed to be communicated.
THE SOLUTIONTaking the view of a potential passenger, with LCY being a smaller airport, it is a much easier and quicker experience than the long and arduous process of using the bigger airports.
Usually unheard of in airport experience discussion, the driver of the campaign became, “Love the airport as much as your destination”.
The ‘Love’ campaign repositioned London City Airport as the smarter travel choice, increasing awareness, challenging perceptions, highlighting convenience, and encouraging passengers to switch from larger airports for a faster, easier journey.
THE RESULTSMY ROLEBuilding on the existing branding, we started with compelling messaging. This verbal identity quickly evolved into a distinctive creative framework which had the flexibility to enable the campaign to grow organically.
Created at Courts
Creative Director: Mike Abbott
Senior Designer: Annie Bowman
Head of Production: Brendan Smith
Motion Designer: Rich Ginders
Head of Digital: Matt Daly
Account Director: Samantha Griffin