June 24th, 2010 10:56 AM
Easing the Pain
After developing the identity for Sydney Airport’s new retail precinct, we started working on the advertising for the improved shopping precinct at the international terminal. Research revealed travellers find last minute holiday preparations highly stressful, reaching a crescendo at the airport. So we developed a strategy that taps into this insight and a new ‘medical condition’ was born – Pre Flight Tension or PFT.
An unbranded teaser campaign launched PFT with outdoor, online and radio executions. A variety of scenarios (all a little too easy to relate to!) are brought to life in a humorous manner, designed to pique interest before the launch phase messages released two weeks later. The redeveloped retail precinct was announced and travellers encouraged to plan ahead so they could spend more time at the airport and enjoy the new shops and restaurants – the perfect antidote to PFT!
Find out if PFT affects you by taking the test on our microsite www.easepft.com.au
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