Sydney Airport has launched a million-dollar consumer advertising campaign to promote the new food, beverage and retail offering at its international terminal, the culmination of a $500 million revitalisation of the facility commenced in 2007.
The integrated campaign, developed by Frost, uses radio, outdoor and online to discuss a tongue-in-cheek, fictional medical condition called PFT – Pre-Flight Tension.
The teaser campaign will resolve in mid-June with launch advertisements for the airport’s new retail precinct, positioned as the ideal antidote to PFT.
The light-hearted teaser ads will drive people to a microsite for tips on easing pre-flight stress.
The Sydney Airport campaign is targeting regular travellers aged 20 – 55 who take at least one overseas holiday per year and who have already booked a trip.
The teaser phase will include two 30-second radio spots, outdoor advertising on taxi backs and super sites at the airport, as well as online advertising on the ‘travel tips’ sections of major travel websites.
The microsite, www.easepft.com.au, features a quiz to identify which kind of traveller you are and will shortly launch two humorous films, bringing the PFT ‘condition’ to life, to also be seeded on YouTube.
The second phase of the campaign, announcing the revitalisation of the airport’s international terminal shopping zone, will include press, radio and online advertising and feature food and beverage, duty free and fashion executions.