London City Airport (LCY) has launched a new series of adverts to communicate the time-saving advantages of the airport through the eyes of the customer.
The campaign depicts nine different customer personas reflecting the airport's target audiences, from business travellers and young city breakers, to working parents and retired travellers, alongside a relevant insight about how they can put that time saved, by choosing London City Airport, to better use. The nine adverts have launched in the U.K. and key European markets, as well as print and digital outdoor sites owned by the airport and around London, including road-side panels at Euston, Canary Wharf and Holborn.
The airport's website www.londoncityairport.com has also been completely overhauled, with a new user-friendly design and content. The improved website puts customer requirements as its heart, allowing passengers to find what they need quickly and to view it easily on desktop, tablet or mobile.
Cyrielle Wagenfuhr, Senior Marketing Manager at London City Airport said:
"Customer experience is a priority for our business. To stay ahead of the game, we need to better understand customer wishes, needs and behaviours."
"As the airport continues to diversify with new and exciting business and leisure routes, in addition to the core business traveller, we want to speak directly and in a very human way to new customers, who may not have considered the airport before, supported by an intuitive new website."
The airport is known for its speedy customer experience and convenient location, as the only airport actually in London, accessible by DLR to Canary Wharf in just 13 minutes and Bank in 21 minutes. The airport's modest size and efficient customer service also means passengers can get from the airport's front door to their departure lounge via Security in 20 minutes or less, and from the tarmac to train in 15 minutes or less, upon arrival.
Recently published 2017 'On Time Performance' statistics from the Civil Aviation Authority (CAA) found that London City Airport was the most punctual airport last year - with the fewest delays of any of the U.K.'s 25 main airports.
The new website and adverts have been created by Bright Innovation and AMIDO and media buying was by Bygraves, Bushell, Valladares & Sheldon Ltd.
The 'It's About Time' campaign is the first time the airport has refreshed its advertising since the 2014 'Get Closer' campaign.