EMA Easiest Campaign

The Easiest Way To Get Away

East Midlands Airport challenged us to create a campaign that would be engaging, distinctive and disruptive across its catchment, with Birmingham Airport as its main competitor.

Customer research provided a clear insight: passengers valued the airport for being effortless, hassle-free and quick, from car park to departure lounge. We turned this into a simple competitive proposition: ‘The Easiest Midlands Airport’, building on the existing brand positioning, ‘The Easy Way to Get Away’.

Using typical customer profiles, we developed a campaign around the things passengers valued most - effortless travel, fewer queues, shorter journey times and a generally more stress-free airport experience. Crucially, these benefits were evidenced against Birmingham Airport, giving the campaign a competitive edge without resorting to overtly negative messaging.

Our original creative route was deliberately more disruptive, but the final campaign took a slightly safer approach. It still retained enough subtle competitive bite to make the comparison clear, while keeping the focus firmly on East Midlands Airport and the ease of the experience.