Case Study

Milton Bayer were appointed by london luton airport to device and implement an integrated communications plan which had two main objectives - to counter negative perceptions of the airport based on historic failings and negative press coverage and to communicate the new face of the airport and it’s aspirations to increase passenger levels for the next 3 years. the strategy was based upon the mantra ‘clearly better’.

This notion was designed to infl uence all areas of the business, encouraging staff at all levels to consider the idea of clarity in everything they did - clear use of language, clear thinking, clear communication. Having set the overarching strategy, Milton Bayer then worked with lla across all it’s business areas - corporate, commercial and organisational to tactically implement the strategy. The first stage of which was to device a series of integrated ad campaigns designed to communicate the wide range of servicing offerings available to customers at the airport, including retail, catering, on-site car parking and their airport direct offering. Milton Bayer is currently implementing the corporate engagement element of the strategy designed to
communicate effectively and efficiently with the immediate community and key stakeholders including government departments, individual ministers, local government and the local community.