Campaigns: Consumer - Air passengers get the Gatwick Factor

Campaign: Gatwick Factor
Client: Gatwick Airport
PR team: Brando
Timescale: December 2009
Budget: £126,000

Brando was asked to create a Christmas-themed, fun passenger experience at Gatwick Airport, to engage travellers and generate positive feelings about the airport.

Objectives
- To raise Gatwick Airport's profile
- To secure positive brand awareness
- To stand out from the festive stories saturating the media.

Strategy and plan

A 13-foot inflatable snow globe was built with a Christmas tree and karaoke system inside. Passengers were invited into the snow globe to sing songs to raise money for charity, and be entered into a competition to win a family holiday. All performances were filmed and uploaded on to a microsite, where the public could vote for their favourite performances. X Factor runners-up Olly Murs and Stacey Solomon were booked to open the event.

Measurement and evaluation

In total 72 pieces of coverage were achieved. Highlights included London Tonight, BBC News, Capital FM, Heart FM, The Sun, Metro and OK.

Results

There were 335 entries and 22,198 people voted online. The campaign also raised £5,765 for Great Ormond Street Hospital. A poll found 86 per cent of passengers said the Gatwick Factor competition made their airport experience more enjoyable.

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