Publicis Chemistry Tempts Before Takeoff in Gatwick Campaign

Publicis Chemistry, the creative agency behind Gatwick Airport’s integrated retail and B2B campaigns, has produced a new Summer campaign ‘Tempted Before Takeoff’, to further showcase Gatwick’s broad retail and catering range and the great savings that can be made.

The integrated campaign, which follows the success of ‘The Gatwick Collection’ campaign in December 2013, is launching on the 10th July across print, OOH and digital advertising.

The series of creative executions showcase a range of aspirational products and meals, along with humorous excuses that led them to purchase such as: “But darling, you can use it too”, “I’ll wear them all the time” and “You never know when you’re going to run out”. The creative emphasises how passengers can find the perfect excuse to treat themselves before takeoff, from Gatwick’s world class collection and its exclusive 20% saving off high street prices.

The 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.

The campaign is targeted at people travelling to Gatwick Airport during the peak season (July - September) including those taking their summer holiday during the long school break, and those taking advantage of travelling outside of the peak months, as well as business travelers.

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.”

David Prideaux ECD at Publicis Chemistry said: “We Brits are all the same - the better the deal, the more we spend and the more we spend, the more we invent excuses for what we've bought. The Gatwick summer campaign is a brilliant demonstration of this insight - and it looks stunning to boot.”

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.

All communication will drive people to the campaign page on the Gatwick website where they can learn more and register for the Voucher Passport programme to take advantage of further offers and savings.

Credits

Agency: Publicis Chemistry

Agency contact: Zoe Edwards

Agency contact job title: Business Director

Client name: Carlene Peasley

Client job title: Brand and Marketing Communications Manager

Copywriter: James Allen

Art director: Amy Holman

Planner/CSU Director: Kevin Allen

Photographer: Jenny Van Sommers

Photographer's agency: Wyatt Clarke & Jones

Media agency: Havas Media