Gatwick

The Brief
To highlight the airport’s fashion credentials, retail offering and drive sales airside. The campaign also needed standout from its competitors during the peak summer season plus continuous media buzz through an engaging, newsworthy and memorable passenger experience.

The approach
Inspired by the discovery of Kate Moss at JFK airport by Storm founder Sarah Doukas’ in the ‘80’s, we partnered with Storm Model Management and launched Gatwick Runway Models - the first ever model search hosted by an airport.  Winners would receive a New Faces contract with Storm and for the first time, tread the catwalk at London Gatwick Fashion Week (a previously award winning, Citizen Brando created event)

The Results
The campaign was nominated for numerous industry awards, exceeded client expectations and ROI

Following the campaign:

• Some retailers enjoyed sales uplift of up to 400% uplift
• 49% of passengers were inclined to buy holiday items at the airport
• The campaign would encourage 32% to fly from Gatwick Airport over other airports
• 350 pieces of coverage achieved; Highlights included a full page in The Daily Express, Stylist Magazine and Metro and a 2.5 minute piece on BBC News
• Advertising value: £1,127,218
• PR value: £3,311,712
• OTS: 415,228,377 (39 million created via social media)
• YouTube channel hosting video content received over 600 views