Transport recovery campaign
Ready for Take Off campaign
Liverpool John Lennon Airport is one of the longest established operational airports in the UK, having opened in 1933. The airport has built up a first-class reputation over the years and is the gateway to the Liverpool City Region, the North West and North Wales.
As travel corridors began to reopen after the Covid-19 pandemic grounded flights worldwide in early 2021, Liverpool John Lennon Airport was looking to both reassure its passengers about flying safely once vaccinated and build excitement around new countries being added to the green list.
To reach its goals, LJLA needed to implement a marketing campaign and turned to Kenyons for creative support.
In order to prepare for take off, LJLA wanted the campaign to:
To successfully engage with LJLA’s target audience, we created a strong, flexible and reassuring message regarding safety through the ‘ready for take off’ slogan. This slogan was used as a recognisable badge, able to be applied to campaign assets to highlight LJLA’s concern for the safety of its passengers.
The creative approach we developed highlighted key benefits, conveyed warmth, and sparked excitement for the adventures passengers had ahead. Messaging was fun, simple and easy to follow, prompting engagement from all relevant audiences. By implementing personable and relatable messaging, our visuals were led by a human element, allowing the campaign to resonate with passengers travelling from the airport.
Aaron McDonald, creative content director at Kenyons, said of the campaign: “Our aim for this project was to bring back the excitement of flying again, after Covid-19. Our inspiration was drawn from early typography and artwork from the first commercial airliners, mixed with modern fashion retail characteristics to create a sense of a positive future in travel.”
The ‘ready for take off’ messaging was also used in a different way through destination content which featured large, beautiful and inspiring landscapes and cityscapes, helping to promote key destinations.
This campaign for Liverpool John Lennon Airport included:
The campaign has been well received by the client, passengers, and stakeholders at Liverpool John Lennon Airport, and we continue to work with the team providing creative support.