Better Insights
Leeds Bradford Airport (LBA) was losing passengers with over 7m journeys in Yorkshire, flying out of Manchester.
Consumers told us that they flew from other airports because LBA didn’t fly to many locations. In reality, LBA flew to over 80 destinations.
Further research showed people liked the airport for its friendly staff and small size, which made it easy to navigate. Both of these things made LBA different from their main rival in Manchester.
BETTER IDEAS
The biggest creative challenge was finding a way to talk about destinations in a distinctive way, that wouldn’t be mistaken for an airline or tour operator.
‘Ey Up World’ showcased the amazing destinations with an ownable Yorkshire tone, reflective of their friendly staff.
In terms of media, we looked at a radius of areas that were within an hour’s drive of the airport, but where flights were still being lost to Manchester.
The campaign ran across, outdoor radio and paid social.