Going Above & Beyond

Client: London Luton Airport

London Luton Airport had a reputation problem. Despite a three-year, £160m redevelopment project completed in 2019, making improvements and bringing benefits to passengers, unfortunately, legacy issues meant the airport’s reputation was struggling to keep up. It repeatedly featured in the UK’s worst airport lists.

Combined with industry wide delays, environmental protests, baggage handler strikes and other operational issues, changing the narrative was proving tough. When Tin Man came on board in 2022, we knew it was going to be a challenge. Fortunately, what started with a bumpy ride, ended with a successful landing. This is a story of resilience and staying true to core values. It’s the tale of how a laser-focused strategy, emotionally engaging creative campaigns linked to real consumer insights and a drive to keep community at the heart of everything, turned the tide on negativity. As we reflect back on the last 18 months, London Luton Airport has managed to do a full 180 or, in aviation speak, a ‘yaw’. Despite adverse industry conditions and a major fire incident that destroyed more than 1,200 cars, remarkably the airport has managed to increase its YouGov brand reputation score by 5%. Conde Nast Traveller magazine readers even voted Luton the UK’s best Airport with a score of 80 out of 100 – above previous leaders London City. Most of all, London Luton Airport has cemented itself in the hearts and minds of passengers, the local community and built a reputation as the capital’s simplest, friendliest airport.