THE CHALLENGE
Reposition Luton as London’s friendliest, simplest airport, using key cultural and seasonal moments as hooks. Increase consideration amongst local and London audiences.
THE IDEA
For the first time ever, Luton Town FC secured promotion to the Premier League – a chance for locals to come together and support their favourite team. How could we harness this feeling of camaraderie and cement LLA’s ‘friendly’ role at the heart of the community?
THE RESULTS
- 16 x nationals including half page print in the i newspaper Coverage spans national, consumer, regional, football sites and trending titles such as JOE.co.uk
- 4 x broadcast segments (BBC, ITV, Sky Sports, TalkSport) with over 15 minutes of branded coverage, including spokesperson comment
- 100% attribution, and 100% of pieces include ‘friendly’ airport messaging
- 100% positive sentiment
