THE CHALLENGE
After a year of ups and downs, we wanted to finish 2023 on a high, enhancing the passenger experience during the busy Christmas period and continuing to build brand love at the same time. Airport insights told us that thousands of wrapped presents are opened, searched and screened at security each year, so we wanted to prevent passengers going through this process as much as possible.
THE IDEA
Enter ‘Luton Actually’, our complimentary airport present wrapping service. Playing on the iconic Christmas film Love Actually and using Rowan Atkinson lookalike Nigel Dixon, we replicated the hilarious scene where overzealous store ‘artiste’ Rufus (Rowan Atkinson) gives a masterclass in elaborate gift wrapping for ‘Harry’, played by Alan Rickman. Cue a feel-good, friendly and simple festive news story with bags of coverage.
