Social Media Strategy Gatwick Airport
How we’re helping one of Europe’s busiest airports take control of the conversation
Our strategy was first to adopt a consolidation approach, reducing the number of channels to allow us to start selling the benefits of Gatwick via a consistent narrative, based around a coherent proposition. Having decided that great travel experiences are based on a collection of individual moments, big and small, we came up with the proposition ‘Moments that Matter’ and selected Facebook, Twitter, Instagram and LinkedIn as the most appropriate to deliver the message, tailoring the ongoing content to use the individual strengths of each channel to do this. These channels could help us achieve two key ambitions: firstly, enhance the user experience for passengers travelling through Gatwick airport and secondly, promote the services available to airport users, such as retail, destinations and airlines. We also began to run larger-scale campaigns, cross-promoted on the various channels. Promoting the diverse range of shopping on offer, for example, was the Twelve Days of Giftmas, a Facebook-based competition built around a prize giveaway from airport retailers (which all saw significant spikes in social mentions on the days they were mentioned), while a series of LinkedIn campaigns were used to target the business users that Gatwick want to attract.
reach across social channels
New follows on Twitter
increase in share of voice
Anatomy of a micro campaign...
We began on Facebook, Twitter and Instagram and asked our followers where they were flying to next and which destination they’d like to see profiled, and then asked locals for their tips through focused social media targeting...
This started conversations with our community management team, who could follow up to get unique on-the-ground data – from the best cocktail in a particular bar, to the best photo-spot on the marina. With this information, we could create a series of supremely shreable crowd-sourced infographics for Facebook...
These also provided perfect content for sharing on other social channels, offering the kind of unique, on-the-ground knowhow that could provide moments that matter, thus keeping to the tone of all of our work on Gatwick's social channels.