BOOSTING BRAND SENTIMENT WITH 'TEDDY TAGS
THE HEAD SCRATCHER
How could we get families more positively engaged with the airport travel experience after the hangover of chaos and confusion that was Covid-19? And with a modest budget that punched higher than its weight?
THE IDEA
LLA’s Lost Property department told us that over 500 children’s teddies get left between check in and departures every year. So we decided to provide a useful service to families, making their travel less stressful and more enjoyable, and, at the same time, increase positive sentiment around LLA. Enter ‘Teddy Tags’ – free, simple but oh so useful identifier bands for parents to attach to teddies while travelling through the airport.
To drive conversation and credibility, our supporting research highlighted how losing comforters can be one of the most stressful issues for travelling families, especially during an already stressful period – Christmas! A photocall with some cute kids who had been reunited with teddies by LLA amplified the campaign across all relevant channels, with case study interviews featuring across broadcast, print and online media.
THE RESULTS
Over 200 pieces of coverage, including 15 nationals
Six minute TV segment on ITV Anglia featuring key airport spokesperson
27 radio interviews for case study and airport spokespeople
100% positive sentiment
75% of coverage included link to LLA website or social pages
Teddy Tags are now a permanent fixture at LLA and can be found at the airport all year round
“Tin Man coming on board as our retained comms agency has been a game changer for us in terms of expanding our presence in national, consumer and broadcast media. Our board are thrilled with the results of the work so far, even making Teddy Tags a permanent feature, which speaks to the legacy and impact of the work we are creating together.” -Neil Bradford, Head of Marcomms, London Luton Airport