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Innovative experiential strategy ensures sales success and increased passenger engagement with London Gatwick Fashion Week

Gatwick wanted to clearly differentiate itself from competitor airports, by focusing on its friendly, fun, caring and quirky brand personality. All activity needed to bring these values to life and deliver against specific commercial objectives, whilst promoting targeted brand awareness. Enter Brando with London Gatwick Fashion Week 2010, the first ever model search and fashion show hosted by an airport. High fashion hit the runway with Storm Model Management, supermodel Lily Cole, Gatwick retailers, a pack of model wannabes and thousands of enthralled holidaymakers. The winning combination helped Brando create a media blitz which resulted in an ROI of 1:12, 400% sales increases and one in three passengers saying they would now choose to fly from Gatwick over other airports.

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