Winning new business

London City Airport

Client intent

Build brand awareness, competitive position and passenger numbers.

The project

To create and implement a full multimedia brand development plan for the Irish market focussing on Dublin as the Country’s key business hub. The skill-base required encompassed market research, target market planning, brand copywriting, social media marketing, integrated digital and print advertising campaigns, event planning and sponsorships, communications design and sectoral direct marketing.

The challenge

To maximise return-on-brand-investment by defining a best-in-class integrated media plan to position and promote the Ireland-London route among the core C-Suite business audience. This required an experienced balancing of online and traditional advertising and communications which encompassed both direct and indirect methodologies. Online, offline, seasonality of timings, and delivery of personalised events and collateral for specific target groups demanded sophisticated campaign designing. Careful budget planning and adherence was mandatory throughout.

The outcome

A distinctive repositioning of the relevance of the LCY brand among its core business audience and a successful re-engagement of the business travel trade sector with the brand, its innovation in value-add and its unique London airport experience proposition.

Testimonial

“The Dublin to London route is one of the busiest routes we operate out of London City Airport and one in which we market ourselves heavily as a great alternative to the other London airports. We appointed BrandCreate to help us better engage with the business travel community in the Dublin area and advise us on the most effective ways to communicate our brand with this crucial audience. BrandCreate put together for us an excellent multimedia annual plan touching traditional and online media, events, partnerships and social media and I’m happy to say that was a record year for us for passenger numbers which grew by 8%. I’m very pleased with the contribution BrandCreate made to our marketing and brand development strategy and the part they played in helping us to reach the right audiences and achieve our growth targets.”

Bryn Owen, Marketing Director, London City Airport.

London City Airport Logo

London City Airport is located 6 miles from central London and is the only airport actually in London, boasting a unique 15 minute plane to train on arrival and 20 minute door to lounge proposition on departure. The airport’s speed of access and efficiency make it a smart choice for business travellers in particular, with 3million+ customers transiting through the airport annually.

londoncityairport.com