A creative-first approach to a campaign
Knowing that sheer quantity of digital assets isn’t enough to engage audiences, we built the campaign around the relatable human truth that every holiday starts at the airport, not when you arrive at your hotel. Our “We’re on our way” proposition captures the sense of excitement that even the most seasoned of travellers feel when they set out on a trip – be it a beach holiday, a trip to see family or a simple city break.
It’s a campaign line that can flex to allow for multiple messages, from the campaign’s key message, “We’re on our way to more places, more of the time” to more tactical messages, like “We’re on our way to more family time” or “We’re on our way to sunnier climes” for digital outdoor, triggered when rain appears.
The overarching purpose of “We’re on our way” is to move Birmingham Airport higher up the consideration list of audiences in local ‘battleground’ areas, by raising awareness of the variety of destinations accessible from the Airport, and how accessible the Airport itself is. It is after all situated in the middle of the UK and is probably the best-connected airport by car and by train.
Our campaign film whips through though Birmingham Airport, capturing the stories of three groups of passengers who are all “on their way.” The film really brings to life in a joyful way how the Airport makes holiday dreams come true and brings families together. As Emily Heath, brand and campaigns manager for Birmingham Airport says, “We’re sure the campaign is going to deliver some great results for us.”
