The Blueroom Project for LONDON CITY AIRPORT

LONDON CITY AIRPORT

LONDON CITY AIRPORT

AIRPORT RELAUNCH - GET CLOSER

 

MARKETING CHALLENGES

Introducing the added value of London City Airport in Spain as well as positioning London City Airport as the only airport which offers a boutique service which allows travellers to reach the centre of London in a short time.

Moreover, the aim of the marketing plan was to increase the number of Spanish visitors by stimulating sales to London City Airport in general and the interest on LCY in the business and premium sectors.

 

STRATEGIC APPROACH

Integrated communications & marketing through a mixture of PR, Sales Support, Social Networks, On-line and CRM, B2B and B2C activities, etc.

 

ASSOCIATION'S PROGRAMME

The Blueroom Project established a long term relationship with the main Spanish Associations regarding business travel and MICE: Forum Business Travel, IBTA (Iberian Association of Business Travel) and GEBTA (Guild of European Business Travel Agents). This relationship allowed the airport to participate and reach an audience in great demand.

 

TRAININGS

The Blueroom Project developed a training programme in partnership with Associations and some key Corporate Travel Agencies. The training consisted on product exclusive presentations for a team of a travel agency, participation in the Diploma ceremony of training for travel managers as well as webinars online.

 

FAM TRIPS

Apart from trainings, The Blueroom Project arranged in partnership with British Airways one-day fam trips to London to show the suitability of the airport for business travellers.

 

EVENTS & FAIRS

London City Airport attended several events arranged by the associations such as Travel Managers Annual Congress, Travel Manager Days, etc. Furthermore, LCY counted on an exclusive booth on the European hall during the celebration of the main Spanish trade and consumer travel show, FITUR.

 

TRADE MEDIA

In order to reach the travel trade, focusing on business and MICE sectors, The Blueroom Project managed the media planning for London City Airport, including the most important of them, such as Travel Manager magazine, Meet-in magazine, Business Travel magazine, Agenttravel or Hosteltur. The media plan included print and online advertising and advertorials, display campaigns, e-mailings, etc.

 

PREMIUM SECTOR

The yearly marketing plan for London City Airport in Spain always included a section targeted towards the luxury consumer or premium traveller, a high-profile traveller who can afford a larger budget to relish a more convenient airport close to the city centre. In order to target this audience, The Blueroom Project developed a media plan focused on advertorials to create awareness, including key lifestyle and luxury media such as Esquire, The Luxonomist, etc.

 

SOCIAL MEDIA MANAGEMENT

As Marketing Representatives in Spain, The Blueroom Project suggested and established the only Spanish communication channel for the airport in Spain, a fanpage in Facebook updated weekly with a mixture of information about the airport (new services, new routes, etc.), London as a leisure or business destination as well as a variety of the events to be celebrated in London suggesting to travel to this city selecting LCY as destination airport.

 

MAIN RESULTS

Attendance to the main events organised in the business travel & MICE sector.

On-line display campaign in leading trade media as well as advertising and advertorials in off-line media.

Attendance to the most significant national media which reached 4,200,000 of high-profile travellers and consumers targeted.

Contact and key trade media appearance, reaching a specific audience of 1,860,000 among decision makers and the corporate sector.

Relationship management with key MICE and Corporate agents in the Spanish market as well as Spanish travel agents through fam trips to London.

Constant increase in bookings and passengers following the re-launch campaign.

 
 

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