CASE STUDY: Families engage with Fisher Price play & retail area

Provided by Blackjack Promotions
Enhancing the passenger experience for parents travelling with young children at Gatwick Airport
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What was the Challenge / Background of the Campaign?

Leading infant and preschool toymaker Fisher-Price joined forces with Blackjack summer 2011 with the unveiling of a children's play area and UK retail outlet at Gatwick's busy South Terminal. The play area and retail unit, created in response to parental demand for more entertainment for their kids at the airport, opened from 6am - 6pm daily offering parents a chance to relax while their tots tried out some toys sold in the retail space which provided a range of toys at varying price points for travelers

What was the Campaign Objective?

Connect consumers with brand experiences that are exciting, engaging and immersive and provoke a real emotional response.

What was the Solution?

Blackjack were responsible for all logistics, staffing and up keep of the stand throughout the process. Blackjack is one of the very few agencies with authorised signatory status and currently provides staffing solutions in most UK Airports and across Europe through their network of partner agencies. Their operational offices are located in Heathrow, Gatwick, Manchester, Stansted, Birmingham and Glasgow airports. Fully trained, CRB-checked staff were hand picked from past experience where they could combine previous sales/retail experience with children's entertainment.

What were the Results?

Just short of 10,000 passengers came onto the stand over a 3 month period. On average 80% of all those visiting the stand purchased an item.

What were the Key Learnings of this Campaign?

The play area and retail outlet received very positive feedback from both parents and marketers alike, with the campaign generating both extensive positive PR and impressive sales. "Having such an amazing facility at the airport is a fantastic idea. We were delayed and had lots of time to kill. It was brilliant to have somewhere for the little ones to play safely whilst we waited. Great opportunity to look at the toys and indeed pick up some early Christmas presents!"
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details10,000 passengers came onto the stand over a 3 month period
25 - 34
35 - 44
45 - 54
Both
ABC1
Kids HH
RETAIL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
LondonAll YearBRAND STATUREEXPERIENTIAL
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