London Luton Airport

Small team, Big Brief, enormous impact

Operating in a fast-moving, issues rich environment, LLA’s in-house communications team, overcame numerous challenges to execute effective, integrated strategies that supported ambitious strategic and commercial objectives, while continuing to shape, build and protect the airport’s reputation with varied stakeholders. The team’s creative thinking and ability to seamlessly switch between PR, Public Affairs and Consumer brand campaigns has yielded impressive results. From playing an integral part in securing planning permission for growth, launching a world-first ‘teddy tag’ ID scheme to embracing nostalgia around LLA’s 85th birthday and much more besides…all while combating operational situations such as a devastating fire in a main car park, we delivered a staggering range of creative, strategic, and tactical activity for an annual PR budget of <£500k. As a small team with modest spend, making every opportunity count is key. Through creativity, a strong skill set across disciplines and sheer hard work we have produced consistent, high impact, engaging comms, combined with strong content across owned, earned, and internal channels that has boosted positive media coverage by 53% YOY, As well as achieving our highest YouGov Brand Index score in a decade, the airport was also voted LLA as the UK’s best airport with a score of 80 out of 100 by the readers of Conde Nast Traveller magazine.