Not the usual beast!

The brief from London Gatwick Airport to Brando was to help change perception and build awareness of the airport as a top shopping destination during the busy summer months. We needed to inform the public on discounted prices and the array of high street and designer names available. Our approach was multi-faceted and included a four day, live fashion show, a news story highlighting the benefits of getting into a holiday mind set, an exclusive press trip with top fashion editors and an intensive promotions and features programme. Winning stats… Retailers experienced a 30% increase in sales during the show 77% of passengers agreed it helped get them in the holiday mood 13% increase in people perceiving the stores as excellent after watching the show Nearly a third of passengers were encouraged to go and buy after the show 95% of passengers thought the show was entertaining The campaign reached over 300 million people, secured an AVE of nearly £600k, PR value of nearly £2m and an ROI 1:10

London Gatwick Airport, the UK’s second biggest airport has appointed Brando to run a four month PR and experiential campaign over the summer.   Part of a major marketing campaign to increase retail spend at the airport during the peak summer months, Brando will be running an intensive media relations and event-led programme to remind holiday-makers about the great shopping and money savings available at the airport.   The account will be headed up by Brando’s Managing Director, Mandy Sharp, and one of the first jobs will be organising an exciting ‘Gatwick Fashion Week’ at the North Terminal with TV fashion presenter, Gok Wan confirmed as celebrity host for one of the days.     The experiential event will show-case retailers’ products through a series of glamorous fashion shows and holiday makers will be treated to hair, make-up and fashion makeovers from top stylist Kirsty Drury who has worked with the likes of Kylie Minogue, Rachel Stevens and Claudia Schiffer.   Brando joins forces with other top agencies including advertisers Naked, media planners MindShare and BTL agency DNX as part of the external marketing team for this project.   Mike Luddy, London Gatwick Airport Commercial Director, said: “We’re really looking forward to working with Brando over the next few months. Brando responded to the brief with creative, yet strategically sound and deliverable ideas.”   The activity will be supported with an extensive social media programme, run by David Cushman from Brando Social.