Publicis Chemistry signs Gatwick Summer, which will roll off under the slogan “Tempted Before Takeoff” on July 10th. The campaign is declined in print, OOH and through digital banners and showcases Gatwick’s broad retail and catering range.
Gatwick Airport is the UK’s second largest airport and the busiest single-runway airport in the world. It serves more than 200 destinations in 90 countries for around 35 million passengers a year on short- and long-haul point-to-point services. It is also a major economic driver for the South-East region, generating around 23,000 on-airport jobs and a further 13,000 jobs through related activities. The airport is 28 miles south of London with excellent public transport links, including the Gatwick Express. Gatwick Airport is owned by a group of international investment funds, of which Global Infrastructure Partners is the largest shareholder.
The creative executions show a range of aspirational products alongside humorous excuses such as “I’ll wear them all the time”, highlighting the temptations travellers will be faced with before takeoff.
The integrated campaign, following the success of “The Gatwick Collection” campaign in December 2013, includes a 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.
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.
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
Head of Retail Gatwick Airport
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.
ECD Publicis Chemistry
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.
- Agency: Publicis Chemistry
- Agency contact: Zoe Edwards, Business Director
- Client name: Carlene Peasley, Brand and Marketing Communications Manager
- Copywriter: James Allen
- Art director: Amy Holman
- Planner/CSU Director: Kevin Allen
- Photographer: Jenny Van Sommers from Wyatt Clarke & Jones
- Media agency: Havas Media
Publicis Chemistry was formed in 2011 and is part of Publicis Group Worldwide, one of the world’s leading communications networks. Clients include: EE, Visa, Barratt Homes, Garnier, Gatwick Airport, Royal Mail and Hotels.com.
Publicis Chemistry believes that the brands that succeed are those that manage, capture and create change in the world around them. As a brand activation agency, our focus is to understand, anticipate and create sustainable behavioural change, and help our clients lead the change in their marketplace through CRM, Retail Marketing, Promotions, Digital Advertising and Social Media.