Gatwick Airport
Question: How do you get travellers to buy more than just holiday essentials?
Answer: We collected a range of high end products, posted x-ray images of them on social media and gave people one week to identify them. Gatwick got 3,377 entries,7,000 new Facebook fans and year on year sales were up 28%.
WHAT HAPPENED
15% - Increase in Facebook followers
28% - Increase of sales year on year
THE SOLUTION
Following a major re-development and the arrival of several new retailers, we needed to make people aware of Gatwick’s first-class retail offering. To make sure travellers arrived at the airport feeling inspired to shop, we created an 8-week social media campaign which showcased some of the newer, more unexpected shops.
The X-Ray Collection featured products which had been shot by specialist X-ray photographer, Nick Veasey, to make them look like airport security X-rays, and then cropped to make them even harder to recognise. Each week, we challenged our audience to identify a different product with £150 worth of Gatwick shopping vouchers for the winner.
THE RESPONSE
3,337 entries. A 15.1% increase in Facebook followers, and an 8% increase in Twitter followers. A reach of over 146,000 (target set was 100,000). In the first month, sales were up 28% year on year. In particular, sales within the fashion retailers were up 66%.