MAG is a leading UK airport group that owns and operates Manchester, London Stansted and East Midlands airports.
A MAG Airport is not just a way to get from A to B, it signifies the start of your holiday. Thanks to the extensive retail offerings and wide destination network available, it facilitates a whole world of adventures. So how do we get passengers to enjoy the anticipation of their holiday before they even take off?
By enticing them with a campaign that excites them from head to toe, showcasing MAG airports as places where your senses take off.
Finding the heart
Because a MAG airport is primarily known as the facilitator of holiday experiences, we needed to find a way to promote their amazing retail and aviation offerings.
For retail, we wanted to highlight the breadth of products and retail experiences at each MAG Airport; inspiring passengers to taste, touch, smell, hear and see what was on offer before they even boarded the plane.
For aviation, we had to make passengers feel that a MAG Airport was the perfect start to their holiday. To ensure they chose us as the facilitator for their full holiday experience we needed to demonstrate the breadth of destinations on offer at each Airport – before they’d even bought the ticket.
Bringing the life
With MAG you can treat your senses to a world of extraordinary moments. Our campaign inspired holiday-goers to embark on a sensorial journey like no other, filled with all the amazing aromas, tantalising tastes, sensational sights and exciting experiences on offer at Manchester and London Stansted Airports as well as the destinations they connect to.
Our runway for creativity was ready as we showcased the breadth of experiences and emotions through an integrated multi-channel campaign that focussed on the five senses (taste, touch, smell, sight and sound) as our springboard.
We created a unique sensorial tone of voice, accompanied by evocative imagery highlighting the fantastic experiences passengers could enjoy inside the Airports and onwards, travelling all over the world. Then we used a map pin to indicate each destination and encourage everyone to go and discover it all for themselves.
Making it thrive
We inspired passengers to indulge in tasty tipples and sweet nibbles in MAG Airport bars and encouraged them to Chase the Atlantic thrill in Newquay or Dance down Broadway.
Our sensorial, multi-channel campaign created delightful, eye opening stories across digital sites throughout MAG airports. While the social media executions made for fascinating finger scrolling and our radio executions excited ears across channels, taking everyone on an audible journey of discovery.
