When you sign your contract with HB you knowingly sign up for a lot of fun, random and downright odd stuff – we’re a marketing and PR agency after all, and we like flexing our creative muscles. However, I never quite imagined myself standing in the departure lounge at London City Airport weighed down by a full-body ibex (mountain goat) costume replete with two foot long horns and a detachable potbelly; a position I found myself in for our latest Graubünden campaign.
But why did I take on this fluffy identity I hear you ask? Well, it was all part of our master plan to educate the busy commuter audience at LCY about the tantalisingly close and stunningly beautiful region of Graubünden in Switzerland. Think soaring peaks, burbling creeks, wide meadows and deep green forests, and you’ve got it. The fact that most people know it for its iconic resorts of Davos Klosters or St. Moritz gave us a great foundation to engage with travellers whiling away the hours before their flights. Sure, we may have made a handful of toddlers cry – but the adults loved the ibex. I believe one man muttered something about laying off the LSD… I’m sure that was a joke.
After six days of evening shifts at the airport the Graubünden team had not only taken turns inside the costume (pity the person who last wore it after a full week of hot and sweaty shifts), we’d also handed out 6,000 Graubünden supplements and – the coup de grace – 8,000 of specially wrapped Lindt chocolates which unsurprisingly flew out of our hands. This promotional activity was coupled with a digital campaign on both the LCY website, their e-communications and digital posters throughout the departure lounge. Our aim was to raise brand awareness, create a buzz around the destination and educate travellers of the daily flights available between London and Zurich, which is only one and a half hours from Graubünden. Judging by the response to our activity, it’s safe to say we managed to do just that.