THE IDEA
Have you ever bought a lilo or pool toy on holiday, then dumped it before travelling home? No judgement, 51% of us have. But our ‘buy and bin’ inflatable habit adds up to around 54.5 million abandoned holiday items every year, which is enough to circle the world twice* when laid end to end.

To tackle the problem, we launched the LLA Lilo-brary, a library of free pre-loved inflatables available to departing passengers this summer (with complimentary Fast Track passes as a reward for returning them!)

The campaign forms part of LLA’s wider brand strategy to position the airport as the UK’s simplest and friendliest, while championing sustainability. Compelling data on the top 10 ‘buy and bin’ items and consumer attitudes underpinned the story, while bold “lilo-brary” visuals brought the campaign to life and captured media attention.

THE RESULTS
54 pieces of media coverage, with 17 broadcast and 12 national hits
86% included key messaging on sustainability
58% included a spokesperson quote
9k+ views across owned social channels