Travel hubs offer fantastic spaces for a full spectrum of promotional activity ranging from sampling to immersive experiential activations, says Andrew Bodwick of SpaceandPeople

Travel hubs, like airports and train stations, offer a fantastic platform for a full spectrum of promotional activity ranging from sampling to immersive experiential activations. There has been an evolution in these venues recently to be more than just pure transport hubs, but rather retail destinations which has increased dwell times and customer engagement. The potential of these venues is relatively untapped but when used strategically can garner impressive results.

The opportunities in airports, for example, are broad and with the detailed demographics available, brands can be extremely targeted in their approach. Airports offer significant dwell time (2.5 hours with 70 to 80 minutes on average in the departures terminal[1]) which provides brands with a captive, relaxed and receptive audience, typically with a high socio-demographic profile.

If the passengers are going away on holiday, the excitement level is already high with the prospect of having a break and people are therefore more happy and eager to speak to retail staff and brand ambassadors, as they see it as part of the holiday experience. Being in a positive mood leads to impulse decisions and people are more open to discovering new brands they may not have otherwise considered.

Airports also offer the opportunity to target large groups of each sex going on holiday, such as stag and hen weekends.  These groups tend to be of a young, tech-savvy demographic with a high disposable income and little, if any, domestic responsibility. Likewise, a high proportion of professional couples seek refuge from their daily lives with city breaks and getaways in foreign lands. Other identified passenger groups include baby boomers who no longer have dependants and are enjoying rediscovering life with a higher disposable income and less responsibilities.

The above demographic profiles obviously focus on leisure travellers, but many airports also have an equally high proportion of people travelling for business purposes.

Airports offer unique opportunities for experiential activity as it is one of the only environments where you can be sure where consumers will be at any particular time, predict how long they will be there and where they will go next. It enables brands to be very specific in their targeting; from sampling festive related products to people going on holiday to Lapland, to giving them some home comforts on their return from a long-haul flight from Australia or creating an experiential activation for business passengers for a technology product.

Many air travellers over-index on buying core tech products, motors and media, and they tend to be early adopters of technology and are often influential within their network of friends and colleagues. Brands can therefore ensure the awareness of a specific product is raised within a specific geographical area, on a pre-defined route or time (e.g. first flights to all London airports in the morning).

Aside from airports, train stations have proven to be excellent locations for experiential and face-to-face marketing activity.

They have historically been used as sampling pods due to their high, consistent footfall; however, the recent trend has been to incorporate sample distribution with an experiential element to consolidate the brand messaging.

Lucozade Zero, for example, complemented a major sampling campaign last year targeting high footfall locations such as London King’s Cross Station by collaborating with fashion retailer Missguided and opening a ‘Zero to Pay’ nail bar, offering Lucozade Zero-inspired complimentary nail art (see picture). This not only increased brand awareness and trial with their target audience but also generated a social media buzz that would not have been possible with just pure sampling. Similarly, belVita installed a giant radio within a number of train stations at the end of 2017, offering commuters a live music performance and a sample of their recently launched soft filled belVita biscuits.

Train stations also offer a platform for PR launches and one-off events. Recently, a number of film PR stunts have taken place at central London train stations including an interactive mural for the film mother! and a shoe shining service for the latest Kingsman movie. Stations can also lend themselves well to specific seasonal or event activations, from Valentine’s Day promotions by tourist boards to a giant Thomas and Friend’s chocolate train over the Easter Weekend and a huge festive hamper activation by Waitrose looking to reach people travelling home for Christmas.

The latest technology is also being employed by many brands, with Augmented Reality being hugely popular, especially for products and services that are not necessarily that easy to get engage potential customers with.

Travel hubs have evolved from being places which people go to in order to to go somewhere else to become places where people want to spend time. The different mindsets of people, depending on their journey purpose, destination and travel means, enable brands to adopt a very targeted approach. All of these factors combined mean that although travel hubs were not necessarily considered for anything other than sampling stations previously, they are now increasingly popular for larger and more complex experiential campaigns today.

Andrew Bodwick is Head of Brand Experience at SpaceandPeople. The SpaceandPeople Group is a leading international destination media specialist, present in the UK, Germany and India, representing over 350 UK venues with a weekly footfall of over 45 million. The Group markets, sells and administers space in high footfall venues (including shopping centres, garden centres, retail parks and travel hubs), matching brands, promoters and retailers to the venues and footfalls that are right for them.

[1] Why Airports? Primesight

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pladis-owned snacks brand McVitie’s is running an interactive experience to back its ‘Sweeter Together’ Masterbrand advertising and marketing campaign. In keeping with the TV ad, featuring a crane driver, the Sweeter Together Challenge requires two consumers to work together to operate a model crane to grab a giant McVitie’s ‘prize’ Nibble, to instantly win prizes that are ‘sweeter when enjoyed together’.

pladis has appointed promotional marketing agency whynot! think people to deliver the interactive challenge, which will be appearing at Westfield Stratford City between until April 23rd April. It then moves to the Manchester Arndale Centre between April 25th and May 1st before finishing at the Cardiff St. David’s mall from May 4th to 7th. It will also be appearing at key London railway stations, including Waterloo, Paddington, Victoria and Euston.

The activity, which will also see the distribution of 800,000 samples of the  Nibbles product, is part of the re-launch of the McVitie’s brand, which is being backed with a £12m multi-media Masterbrand campaign, exploring the importance of real human connections and showing how the simple act of sharing a biscuit has the power to bring people together. It launched in mid March with the 60-second animated TV ad, titled ‘Crane’, showing a tower crane operator going about his work dozens of metres above the ground. Below him, he sees his colleagues enjoying the camaraderie of a tea break, complete with McVitie’s biscuits. He waves but is not seen.

As the day wears on, the operator becomes gloomy, craving some company – even if it’s only from passing birds. When he is convinced that everyone’s forgotten about him he gets a surprise: the latest steel beam he lifts has been loaded with a cup of tea and some McVitie’s biscuits. He looks down and sees his colleagues waving and smiling at him and his mood instantly lifts. The ad ends with a simple message: “Sometimes the little things are actually the really big things”.

A second TV ad will air later this year. Social and in-store activity also features as part of the integrated campaign.

Sarah Heynen, Marketing Vice President, pladis UK & Ireland, says: “whynot! think people have done an incredible job of bringing both the fun sharing attributes of Nibbles, and our Sweeter Together campaign, to life.  The challenge element physically executes our new brand purpose – enabling everyday moments of real human connections. We are confident that this brand experience will tap into our consumers’ love for our brands as well as supporting our efforts to drive penetration and repeat purchase of our Nibbles range.”

David Ryan, Creative Director, whynot! think people, adds: “Our Nibble twist on the iconic crane game is the perfect fit for a legendary brand such as McVitie’s. The Sweeter Together Challenge brings to life the new brand purpose, not only visually but by bringing people together to enjoy moments of sharing, the sweet spot for Nibbles.”

The Sweeter Together Challenges will be filmed and edited, with content featuring on outward facing TV screens at the events, as well as being used as part of a social media campaign to amplify the activation, extending campaign reach and driving footfall to future events.

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Zipjet, the leading on-demand laundry and dry-cleaning service company in the UK and Europe, is running a face-to-face leafleting campaign focused around key London transport hubs and other locations where the brand’s target audience – 25-40 year old time-poor business men and women – can be found.

The activity, created and managed by specialist experiential staffing agency StreetPR, kicked off in mid-January and will continue for the foreseeable future, covering locations including Oxford Circus and the West End, Kings Cross, Liverpool Street and the City of London. StreetPR will be recruiting and managing teams of brand ambassadors in branded Zipjet clothing, who will be handing out flyers promoting an offer of £10 off an initial order.

The face-to-face flyering campaign is part of an integrated marketing strategy which links the company’s online marketing with its offline activities, which also include bus and train ads.

Cory Egitton, Zipjet’s Marketing Manager for the UK market, says: “We are trying to connect our online advertising to direct interactions with potential customers. We’ve used face-to-face marketing in the past – we find that direct contact with potential customers is a huge boon to our brand. With face to face contact, we’re able to answer questions in real time, engage with people and really emphasise what Zipjet is all about. By using face-to-face flyering – concentrated in high-footfall areas our target groups are known to frequent – we’re able to relay our message directly to the consumer.”

Dorian Payne, Head of Operations at StreetPR, observes: “We’re delighted to be working with Zipjet on this ongoing campaign – as we’ve demonstrated with a number of other on-demand tech-based companies like Deliveroo, Uber, UberEats, Urban Massage and Chariot, experiential and face-to-face marketing can help bridge the gap between the screen and the street and introduce a human face to an online brand.”

Zipjet’s marketing emphasises how the brand is built around its customers and their needs. It offers competitively-priced and flexible laundry and dry-cleaning services, including pick-up and delivery times to suit customers anytime from 6.00am to 9.00pm and an Express service with a 24 hour turnaround. There is a minimum charge of £15 for consumers, and the company also offers a corporate service, plus services for restaurants and airbnb hosts.

Consumers download the Zipjet app, choose their collection and delivery times and place their order. They get two laundry bags when they register, one for individual items like shirts and dry cleaning, and the other for bulk, everyday items. Once they have booked collection, they hand over their laundry to their Zipjet driver and it will be cleaned, ironed and delivered back to them within 24 to 36 hours, depending on the level of service selected.

Zipjet was founded in London in 2014 and is backed by German high-tech start-up incubator, Rocket Internet. The startup has since expanded to Berlin (2015) and Paris (2016). Zipjet’s says its mission is to revolutionise the way laundry is done, liberating consumers from tedium and enabling customers to unlock extra time. It is now the leader in its market across Europe.

Launched by entrepreneur James Rix in 2012, StreetPR is the biggest individual supplier of staff to London’s competitive nightlife industry and in recent years has expanded to supply promotional staff and brand ambassadors to gyms, hotels, restaurants, event and festival organisers, retailers, sports and event stadia, the public sector, FMCG brands, telecoms and tech companies. More recently, it has won significant business from online services providers including Deliveroo, Gousto, Hello Fresh and Hassle.

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Specialist ski airline Swiss International Air Lines (SWISS) ran a one-day experiential campaign at King’s Cross station last week, bringing a powder day to London and encouraging commuters to dig out their salopettes and book flights to the Alps.

Designed by creative agency Space, the activation saw an interactive billboard delivering on-demand snow when prompted on twitter with #SnowNow. The experiential campaign targets the typically late-booking UK market, aiming the encourage them to get online to book with SWISS, with the billboard underlining the message that “snow is only ever one click away”.

The integrated campaign featured the specially-designed billboard with a promotional overlay activated by the hashtag. Every tweet triggered a cascade of snow, while all participants received £25 off their next SWISS flight and the opportunity to win one of five pairs of return flights to the Alps.

Activity at the station was promoted by a series of Instagram influencers while a PR campaign provides exclusive competitions in London publications.

Chloe Ravat, Senior Marketing Manager at SWISS, said: “The 360o campaign is a fun and engaging way to attract attention to our brand. The reactive nature of the billboard activity mimics how UK skiers typically book their holidays – online and at the last minute.”

David Atkinson, Managing Partner at Space, observed: “SWISS is the skiers’ airline, with more than 180 flights a day from London and free ski carriage as part of its inclusive fares. The #SnowNow campaign is the perfect conversation starter for SWISS, disrupting the humdrum of the London commute, letting us boost brand awareness and drive traffic online, as well as offering the chance to win a premium taste of the Alps with SWISS.”

Space is an award-winning agency with a client list including Heineken, Arla Foods, William Grant & Sons, General Mills, Eurostar, Sky, Coral, Bundesliga, UEFA, NBA and AELTC.

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No alcohol beer Budweiser Prohibition has teamed up with Love Island star and personal trainer, Gabby Allen, to unveil a fleet of ‘beer floats’ that will travel the country giving away free Budweiser Prohibition Brew to UK consumers and help them ‘drink smart’ throughout 2018.

The campaign is part of AB InBev’s UK launch of Budweiser Prohibition Brew, the brand’s first alcohol-free beer.

To complement the partnership with Allen and the sampling push, Budweiser is also partnering with Time Out to raise awareness of the new Prohibition Brew and give a helping hand to consumers looking to moderate their drinking this January.

The partnership included a four-page cover wrap on the Tuesday 16th January issue, as well as the distribution of 50,000 product samples with each magazine at key stations across the capital, such as London Victoria, London Paddington, London Bridge and Liverpool Street. An additional 30,000 samples were distributed on the evening of Thursday 18^th January, targeting commuters as they started planning their weekends, who might be tempted to break their alcohol-free resolution.

Time Out has produced a digital hub, which will house content about the alcohol-free beer and advise Londoners on how they can make the most of going out with friends while moderating their alcohol consumption.

Budweiser Prohibition Brew is also working with street food operators Street Feast. Until 3^rd February, Dinerama Shoreditch and Giant Robot Canary Wharf will host the first-ever Budweiser Prohibition taste test, where people will be challenged to taste three different Budweiser beers and guess which is the new Prohibition brew – with winners receiving their next Bud for free.

The Budweiser Prohibition Brew campaign is being supported by an Out Of Home advertising campaign, as well as digital and social content across Facebook, Instagram and YouTube. These elements will focus on Budweiser Prohibition Brew’s great taste, and show consumers that they can still enjoy a beer with friends if they choose not to drink. The social activity will lead consumers to the campaign micro-site, www.budprohibition.com, where they can sign up for a free can of Budweiser Prohibition, redeemable at Tesco.

AB InBev worked with content agency The Story Lab for the partnership with Time Out, while social creative is being handled by Elvis. Anomaly is handling the OOH creative, and the nationwide sampling campaign and the partnership with Gabby Allen is being handled by PR agency 3 Monkeys Zeno.

Sascha Cordes, Senior Brand Manager Budweiser, says: “We are incredibly excited to launch Budweiser Prohibition Brew to the UK, our first ever alcohol-free beer, and even more excited to unveil our fleet that will be delivering the brew up and down the UK, helping the nation stick to their goals this January and beyond. People today are increasingly drinking less alcohol, as part of the broader healthy-living trend. In 2018, we predict this trend to continue, and don’t think there could be a better time for us to launch Budweiser Prohibition Brew for people who are looking for the great taste of beer, but with 0% alcohol.”

In the first two weeks of January alone, Hitwise data suggests searches for “alcohol free beer” increased 171% – but the data also suggests that consumers are finding it hard to stick to their resolutions, with recent searches tailing off.

AB InBev UK research reveals that, as a nation, Britons are definitely drinking less alcohol – a trend that is being driven by millennials – with the low and no-alcohol beer category growing 19.5% in the UK over the past year.

Budweiser Prohibition is the latest beer in AB InBev’s low- and no-alcohol portfolio in the UK, which already includes the market-leading alcohol-free beer Beck’s Blue and Bud Light, brewed to 3.5% ABV.

The expansion of the low- and no-alcohol portfolio is part of AB InBev’s Global Smart Drinking Goals, which includes a pledge that 20% of its global beer volumes will be low-to-no alcohol by 2025, alongside deeper investments in programs that measurably shift social norms and behaviors around the harmful use of alcohol.

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Samsung has been supporting the launch of the Galaxy Note8 with experiential and Out-of-Home take-overs of key locations in some of the world’s busiest cities, including London’s Waterloo Station.

At the end of September, Waterloo Station was decked out in eye-catching images of the device encouraging commuters to “Do bigger things.” Waterloo is the busiest rail station in London with a footfall of 4,196,748 every two weeks, and contains the largest indoor advertising screen in Europe in the form of JCDecaux’s 40 x 3 metre Motion@Waterloo.

Commuters and other visitors to Waterloo were given the chance to have their image displayed on the station’s digital screens or have it emailed to them to share on social. They could also enter a competition to win the new tablet device.

Cities including Berlin, Rome, Paris, Singapore, Milan and New York have been the backdrops for a global campaign which communicates the creative possibilities powered by Samsung’s latest flagship smartphone through immersive Galaxy Note8 signage.

The campaign follows a similar one held in New York City’s Times Square on September 15^th. The iconic entertainment centre and tourist destination , which sees an estimated 380,000 visitors every day, was illuminated with S Pen-embellished portraits, animated illustrations and whimsical images of the Galaxy Note8 across 43 screens.

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Danish online start-up LuggageHero, which allows tourists to drop off their luggage at local shops, pubs and other retail outlets so they can make the most of their holiday time, has launched in London with the help of brand ambassadors from staffing and experiential providers StreetPR.

LuggageHero was set up in Copenhagen in 2016 and became an overnight success, offering tourists to the Danish capital a more flexible, more widely available and cheaper alternative to traditional station and airport left-luggage depots and storage lockers. By recruiting shops and other retail outlets with spare storage space around Copenhagen, LuggageHero quickly built up a network of local outlets in convenient locations.

The concept – dubbed “the Uber of luggage storage” by the Danish media – has now come to London and has already signed up more than 60 locations around the UK capital. Launching at the start of May 2017 with a major leafleting campaign handled by StreetPR’s brand ambassadors, the concept is already proving extremely popular with tourists arriving at key transport hubs such as Victoria Coach Station and mainline rail stations.

Retailers have also been eager to sign up, with some brand ambassadors saying they have been chased down the street by shopkeepers wanting to find out how to get on board.

Tourists pay an initial fee of €2 and then €1 per standard bag per hour. Insurance cover of up to €670 per item is included in the fee. Retailers get half the fees collected, with the rest going to LuggageHero.

Travellers can find the most convenient location for them on the company’s website and then book storage online. Payment is automatically collected online once items are picked up, so people only pay for the hours used.

Jannik Lawaetz, founder of LuggageHero (pictured at a Copenhagen retailer which is member of the scheme), says: “LuggageHero has rethought the way luggage storage works in larger cities. Local shops have the capacity as well as the desire to welcome tourists and their luggage. We’ve tested and fine-tuned the concept over the past six months in Copenhagen, and we’re now ready for London. We’ve been recruiting shops and cafes here in London with huge success over the past few months. They are really keen on the idea and the extra traffic LuggageHero will bring to their store. Being the biggest luggage storage provider already is a great accomplishment and start for us in this new and very important market.”

Dorian Payne, Operations Director at StreetPR adds: “LuggageHero is a brilliant idea which is going to revolutionise the left-luggage business and will also bring in incremental revenue for retailers, pubs and restaurants – not just from the fees but also from the footfall. Every tourist who comes in to drop off or collect luggage is an opportunity to sell.”

Launched by entrepreneur James Rix in 2012, StreetPR is the biggest individual supplier of staff to London’s competitive nightlife industry and in recent years has expanded to supply promotional staff and brand ambassadors to gyms, hotels, restaurants, event and festival organisers, retailers, sports and event stadia, the public sector, FMCG brands, telecoms and tech companies. More recently, it has won significant business from online services providers including Deliveroo, Gousto, Hello Fresh and Hassle.

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The UK’s best-selling thin and crispy frozen pizza brand, Dr. Oetker Ristorante, booked out the First Class carriage on First Great Western’s 15.36 service from London Paddington to Cheltenham Spa on Wednesday April 26 and created a Silver Service pizzeria experience for 32 lucky commuters.

The 32 commuters were given ‘golden tickets’ to upgrade their standard train tickets as they boarded the train at London Paddington. Impeccably-dressed servers greeted the passengers as they transformed an entire First Great Western carriage with white linen tablecloths set with real crockery and glassware, serving a selection of fine wines.

Then, as the train pulled into Didcot Parkway station at 16:16, 16 more waiters boarded the train, each carrying two individual pizzas under silver cloches. In just 60 seconds they boarded, served the 32 passengers and exited before the train doors closed for its onward journey.

The Dr.Oetker team ensured 32 full sized Dr. Oetker Ristorante Mozzarella pizzas were simultaneously prepared just outside Didcot Parkway station in time for the train. Waiters then used a private-access route through the station to ensure the pizzas were plated and served in less than two minutes from being cooked.

Lucy Hurrell-Morgan, Brand Manager at Dr. Oetker Ristorante, says: “Commuting to and from work is something that for most simply needs to be endured rather than enjoyed. It’s understandable that by the time you make it home – you won’t feel like making an evening feel special or exciting. We wanted to surprise commuters and give people some inspiration to make their midweek evenings a little more special with a simple change – by serving our signature thin and crispy pizzas with extra-special pizzeria-style service – in a place and a time you’d never expect. If your commute can be this exciting, there is no end to the possibilities.”

Throughout April and May, the Dr. Oetker Ristorante brand is giving consumers the chance to win up to £10 off their next shop when you buy a promoitonal Ristorante pack and enter the unique code from it online at pizzaristorante.co.uk/midweek. In addition, all entrants will automatically receive a £1 off coupon towards their next pizza.

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Sky Mobile, the all-new mobile network from Sky, is running large-scale experiential activations at three of London’s biggest transport hubs, Waterloo, Victoria and Liverpool Street stations.

The activity will see thousands of Sky Mobile-branded phone cases distributed to the public, as well as offering the chance to win prizes on the spot through a ‘Photo Pod’ selfie experience.

tpf is managing the distribution of Sky Mobile-branded phone cases to commuters at London’s Waterloo, Victoria and Liverpool Street stations, and the agency has also created ‘Photo Pods’ to immediately reward on the spot winners to celebrate the launch of the network.

The Photo Pods were designed by independent agency tpf, and feature a bespoke algorithm that randomly select winners throughout the eight-day activation. To be in with a chance of winning a prize, entrants are encouraged to take a selfie in one of the photo pods showing off their new Sky Mobile phone case.

The campaign began on Friday March 31st and will last until Friday April 7th.

In addition to the station activations, roaming brand ambassadors will be handing out more free branded Sky Mobile phone cases to businesses in London.

tpf has managed the project from conceptualisation through to on-the-day organisation, planning the logistics of activity which runs across 96 hours it total, with more than 2,000 prizes to be won, including iPhones, Samsung Galaxy S7 Edges, Sky Q Packages and Sky Mobile sweets.

Bob Suppiah, Director of Promotions and Partnership Marketing at Sky UK, says: “The activity is a great example of all our agencies working together across media planning, outdoor, and promotions; with tpf instrumental in pulling this together for the live experiential activity.”

Dan Meiland, Director, tpf, adds: “Helping with the launch of Sky Mobile is an exciting and ambitious project for the company, and we’re pleased to lead the campaign on the ground with activity that will raise awareness amongst a very large and engaged audience. The Photo Pods will allow Sky to communicate key messaging to consumers in an interactive and fun way and signal the launch of Sky Mobile on a grand scale.”

The project follows on from tpf’s similar promotional activations with Sky, including the launch of Sky Q, Sky One drama Lucky Man, Sky Broadband Minions and Sky Cinema Christmas campaigns.

tpf is an independent agency specialising in promotions, publicity and digital marketing in TV, sport and entertainment, visit tpf.london for further information.

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Healthy food brand Graze is giving out one million samples to raise awareness about its on-the-go snack food range, available at retailers.

Brand ambassadors will be handing out packs of Graze’s Veggie Protein Power – which it says is one of its bestselling retail varieties and includes spicy chickpeas, edamame beans and black pepper cashews – outside busy central London mainline rail stations until February 3rd 2017.

Graze has timed the campaign to coincide with the increased interest in healthy eating in January.

The sampling campaign is being handled for Graze by experiential agency Hotcow. Sally Durcan, Managing Director of Hotcow, says: “We know from previous research that brand recognition can increase by over 40% with commuters taking the product to work and having it on their desk. We also know that reminding people of the brand taste has a significant impact in keeping existing consumers buying the brand and new ones moving in to try the brand.”

Graze launched in the UK in 2008. It began by offering an online subscription service where people could sign up for regular deliveries of its healthy food boxes, which can be bought in over 200 combinations. It launched a range of snack products in retailers in July 2015, initially with an exclusive rollout via 850 Sainsbury’s stores. Graze snacks are now available in 7,000 stores across the UK including Sainsbury’s, Tesco, Asda and Boots.

Graze has also expanded into the US market, both via its online subscription model and through a partnership with US pharmacy chain Walgreens, part of the group which ultimately owns Boots in the UK.

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