London Gatwick Airport needed to stand out from its competing airports during the peak summer holiday season. It wanted to highlight its retail offering, its fashion credentials and drive airside sales. Brand experience agency Brando was tasked with creating an experiential strategy to achieve these aims; London Gatwick Fashion Week was born. The strategy revolved around creating the first airport-hosted fashion show and model search, to coincide with London Fashion Week 2010. The event was a huge success, from boosting sales to increased engagement with Gatwick passengers. This case study outlines the strategy from creation to implementation, with a detailed breakdown of the results.
The study was awarded a commendation in the category of Experiential Strategy at The Drum Marketing Awards 2011.