A new value-driven F&B campaign has touched down at Melbourne Airport.

Melbourne Airport

Opportunity:

Melbourne Airport sees more than 34 million travellers through its terminals every year, and as a transport hub in the epicentre of the country’s revered food scene, food offerings need to be enticing, satisfying and affordable.

Our mission? To create an airport-wide campaign that would convey a greater sense of value alongside the food and beverage offering in all four of the airport’s terminals.

We were challenged with a brief to simultaneously:

– Increase awareness of the retail mix at the airport;
– Incentivise purchases;
– Drive sales for retailers; and
– Improve customers’ experience at and perceptions of the airport.

+ Strategy
+ Creative
+ Digital

Strategy:

The key was developing a campaign platform that was distinct and versatile enough to capture a broad variety of retailers and deals. Importantly, it also needed to convey the context and value, which is how we arrived at:

Land a deal

The platform immediately conveys the idea that ‘even more value has landed at Melbourne Airport’ and was brought to life across print and digital touchpoints throughout the airport, bringing a playful and joyous edge to pre-flight dining.