Gatwick Airport pushes shopping credentials in new summer marketing effort
Gatwick Airport is attempting to showcase its retail and catering offering in a new campaign targeted at people travelling during the peak summer period.
The integrated Tempted Before Takeoff campaign, created by Publicis Chemistry, launches on the 10 July across print, OOH and digital advertising, and plays on humorous excuses for purchasing ‘aspirational’ products.
There are six campaign executions including shoes, camera, perfume, food (one for North and one for South Terminals) and a range visual.
A social competition will also support the campaign, developed to give passengers the opportunity to win Gatwick shopping vouchers.
Spencer Sheen, head of retail at Gatwick Airport said: “At Gatwick we’ve invested millions in improving the shopping and eating experience to ensure every passenger can quickly and easily find what they need and want at the best possible price. People can delight in finding luxury designer bargains alongside high street favourites all under one roof and the campaign demonstrates this in both a witty and charming way.”
Outdoor and digital banners, brokered by Havas Media, will be displayed on platforms en route to Gatwick Airport including: London Victoria, London Bridge, Clapham Junction, Brighton and East Croydon, plus on-board Gatwick Express, First Capital Connect & Southern trains. There will also be a banner placed on British Airways boarding passes.
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