“This campaign really showed what’s possible when you reach people at the right moment. Skyscanner helped us bring our winter routes to life in a way that felt exciting and easy, and travellers responded. We saw a real boost in consideration for the airport, leading to more bookings. The campaign not only highlighted what makes London City Airport so special but proved the impact of meeting travellers when they start to think of their future travels.”
Anne-Laure Kujawski, Marketing Director, London City Airport
Background
London City Airport (LCY) partnered with Skyscanner Ads to make winter escapes feel immediate, easy, and within reach. The campaign aimed to inspire UK travellers to book through LCY while positioning the airport as the smart gateway for hassle-free winter travel.
Turning winter inspiration into real demand
We combined audience insights with smarter storytelling to make winter escapes feel immediate, easy, and within reach. high-impact placements like Brand Banners, IAB formats, and content showcasing LCY’s key strengths. Backed by continuous optimisation and insights from Skyscanner’s travel network, the campaign drove double-digit YoY growth across more than 10 routes, proving that the right message at the dreaming stage can reshape traveller intent.
Relevance beats reach every time.
The campaign began well ahead of the traditional booking surge, launching in mid-September to capture early travel planners and building momentum through January. Early engagement was critical. With a targeted UK-only strategy and sharp alignment to LCY’s actual routes, the campaign saw triple-digit YoY search spikes up to +648% for San Sebastián. Localising your message to match origin-destination behaviours = smarter spend.
Inspiring practical action with rich storytelling
By crafting a content-led landing page, aptly titled “Escape the Ordinary This Winter,” we showcased LCY’s distinct advantages like its central London location, speedy departures, and hassle-free experience as gateways to exceptional winter adventures. Travellers exploring the article found curated recommendations, from enjoying festive Christmas markets in Geneva and Zurich, skiing the slopes around Chambéry, to soaking up the warm Spanish sun on Ibiza and Majorca. Each recommendation reinforced the simplicity and convenience of flying through LCY, establishing the airport as an ideal starting point for winter travel. Combining rich storytelling with functional value (skip queues, fly fast) is what converts curiosity into clicks.
The Results
Final words
By connecting London City Airport’s standout winter offering with Skyscanner’s high-intent audience, we didn’t just increase visibility. We reshaped demand. Strategic formats, localised messaging, and smart creative turned seasonal curiosity into real search lift and put London City Airport firmly on the map as a winter travel launchpad. When brand and performance come together, the results speak for themselves.
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