London Stansted Airport

Destination Inspiration

Objectives

The Summer season is peak time for the sheer number of passengers passing through the terminal, so the Client needed a campaign to leverage this influx of holidaymakers and drive commercial revenue, whilst simultaneously promoting the retail offering and destinations.

Insight

We found that part of the pleasure of travelling is in immersing yourself in the local culture and being inspired by the colours, tastes and customs that await you. Our campaign captured the spirit of hotly anticipated holiday, even before boarding the plane.

Solution

Our Destination Inspiration campaign was an engaging and flexible concept that could be easily adapted across airport retail (Destination Savings), F&B (Destination Flavours), social media giveaways (Destination Essentials), on-site competitions (Destination Corsica), airport magazines (Shop Destination Inspiration) and more.

Results

  • Magazine: Generation of additional sales by including a World Duty Free Voucher, offering £10 off £100 – with over 20,000 redemptions
  • Social: Growth of Instagram followers by 22.7%
  • Sales: Increment of the ATV (Average Transaction Value) of +4% YOY
  • Increased SPP (Spend Per Passenger) of +5% YOY.2