The Gatwick Factor

Category: Best Use of Live Events and or Celebrity endorsement
Advertiser: LONDON GATWICK AIRPORT
Product/Service: CORPORATE IMAGE

The Strategy Playing on the popularity of karaoke at Christmas we created the Gatwick Factor. Launched by singing celebrities, the nine day experience brought festive cheer to passengers in terminal, embodying the season of good will by raising funds for charity.

We negotiated a partnership with X Factor to secure runners-up Stacey Solomon and Olly Murs to appear at our launch. Carefully timed to take place three days after the televised final, The Gatwick Factor was their first 'gig' after leaving the show. Press interest was huge. Creatively, media loved the quirkiness of Olly and Stacey performing in our giant snow globe.

Passengers also revelled in the unexpected entertainment and immersed themselves completely in the charitable competition by singing festive tunes. Our traditional PR sell-in was supported by social media outreach, informing bloggers about the event and celebrity involvement plus distributing images and status updates via the Gatwick Twitter account and Flickr.