London Gatwick. Brand campaign.

Get London passengers in proximity to key city transport hubs

Who usually fly from other London airports

To choose to fly from London Gatwick Airport.

By showing them the ease and convenience of travelling to and through London Gatwick Airport.

The challenge

London Gatwick had an undersized share of the London traveller market. This was undeserved, because it is one of the most well-oiled, efficiently run international airports in the world.

There are so powerful many reasons to believe.

They have trains leaving every 4 minute to London, journey times take less than 30 minutes to London Bridge and London Victoria with Thameslink, a huge 95% of customers pass through security in less than 5 minutes with a dedicated family lane and Fast Track for those looking for even more convenience.

London Gatwick is the speedy, seamless travel hub, but they were losing market share to other City airports, so we needed to give Londoners a friendly reminder.

The truth

London Gatwick is an iconic British brand that connects the nation’s capital with the world. It’s a place where they prize no-nonsense efficiency in fine British tradition. We are used to hearing announcements on train tannoys that say ‘Your train has been delayed. Apologies for the inconvenience this may cause’. This isn't the way of things in Gatwick Airport. 

Brits are famed the world over for being polite, even to the point of being apologetic about everything. It’s actually one of our most charming, endearing qualities. It’s probably why we’re so great at queuing.

The whole Gatwick experience is seamless, speedy, efficient and convenient, it’s the British way. And we’re so convenient and damned British, we’re even going to apologise for that. (Sorry.)

The idea

I devised a fresh tagline ‘Sorry for the convenience’ to share a playful nod to British politeness and spotlight the airport’s convenience and accessibility in a regional London-wide campaign.

The campaign pushed messages about London Gatwick’s connectivity and efficiencies; from journey times by road and rail to the number of car parking spaces and trains per hour, in addition to premium security, bag drop and choice of world-class airlines.  

I crafted a series of bold messages, such as “from bed to boarding”, “from toothbrush to take off” and “from car seat to 40 thousand feet”, with bespoke illustrated characters created by a partner agency.

“‘Sorry for the Convenience’ is a fun take on the British tradition for apologising. Flipping the apology on its head was a playful opportunity to engage people and promote the speed and efficiency

We created animated video shorts in a targeted social media campaign and developed OOH advertising in key areas of high footfall in London rail stations.