Creating a cross media campaign for a challenger brand
It’s not often you get a challenger brand in the airport market, but this is the role Southend Airport took on as it fought to break into the market dominated by rival, world-famous airports. RP2 was challenged by Stobart Air to deliver a cross media campaign promoting the commercial launch of London Southend Airport. With strict KPI’s set by their airline partner it was imperative that the airports awareness was raised in a 3 month period.
RP2 developed a media mix that was built up of high impact brand executions across multiple formats including TV, Radio, Press and Out of Home. Engaging opportunities such as radio promotions were used alongside a high profile select takeover of London Liverpool Street station and a cover wrap of the London Metro.
Awareness results in both London and Essex were exceeded and passenger numbers increased twelve fold exceeding the target of 150,000 by 35,000 passengers. The outdoor element of the campaign achieved Highly Commended status in the Clear Channel industry awards.
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