How do you get a new purpose and look off the ground in the noise and clutter of the nation’s capital? Simple. By talking to London in a distinctive voice.
As London’s most central airport, London City (or LCY to its friends) has created a new brand identity and purpose to build a deeper connection with the city it serves: To become the airport that everyone loves.
This comes as the Airport continues to grow and appeal to a changing mix of passengers, particularly leisure travellers and East Londoners, their established business traveller base and the local community they’re a part of. What they needed was a way to give their new purpose and look some life. We began by giving their brand a distinctly human voice. For our launch campaign this involved saying hello in the language of London and the countries the Airport serves. After all, if you’re going to say hi to a modern, cosmopolitan city like London, you might as well do it in as many languages as you can.
Then we shifted the focus on to the surprising destinations London City offers. 45 distinctively different destinations that couldn’t help but prompt people to say “Oh, really?” and “Wow!” So we said it ourselves in our summer and winter campaigns.