Background
Winter travel campaigns traditionally involve predictable visuals of snowy landscapes or sun-kissed beaches, presented at peak booking periods. But when London City Airport partnered with Skyscanner Ads, we saw an opportunity to rewrite the rules. By combining precise audience insights with innovative storytelling and smart creative, we didn’t just follow the seasonal travel calendar; we reshaped it entirely.
London City Airport set out with a clear goal: inspire travellers to dream of winter escapes and book their trips through LCY. The campaign aimed to put a spotlight on winter routes, targeting UK travellers ready to take action. Instead of simply promoting destinations, we crafted a campaign that made each getaway feel reachable, immediate, and packed with possibilities. The goal was not only to increase destination visibility but to position LCY as the ideal gateway for hassle-free winter escapes.
Solution
Over four months (Sept–Jan), we deployed a two-phase campaign blending high-impact Brand Banners with standard IAB formats. Everything pointed to a hero content article that made London City Airport’s USP shine: fast access, smooth departures, and a gateway to sun, snow or city breaks without the queues. We tracked every click and scroll, A/B-tested formats, watched engagement trends, and layered in data from our 1,200+ travel partners to see which destinations took flight. 10+ routes saw double-digit YoY growth. We didn’t just generate interest. We reshaped travel intent proving that when you meet travellers at the dreaming stage with the right message, they move.
Meeting travellers where they are
At Skyscanner, we understand that capturing travellers’ imaginations requires more than standard ads. It requires meeting travellers exactly where they are in their journey—whether they’re just daydreaming about their next trip or actively planning it. In collaboration with London City Airport, we harnessed a powerful mix of timely content, engaging storytelling, and targeted advertising to make winter escapes feel accessible, immediate, and exciting.
Capturing early momentum
Our campaign began well ahead of the traditional booking surge, launching in mid-September to capture early travel planners and build momentum through January. Early engagement was critical. By crafting a content-led landing page, aptly titled “Escape the Ordinary This Winter,” we showcased London City Airport’s distinct advantages—its central London location, speedy departures, and hassle-free experience—as gateways to exceptional winter adventures.
Inspiring practical action
This content-rich approach provided more than just inspiration; it was practical and actionable. 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 London City Airport, establishing the airport as an ideal starting point for winter travel.
Display Banners
The Results
Key Lessons
- Relevance beats reach every time. With a targeted UK-only strategy and sharp alignment to London City Airport’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.
- Seasonal campaigns can shift intent if timed right. By launching ahead of peak winter planning (mid-September), London City Airport captured early planners and kept momentum through to January. So don’t just follow the calendar, lead it.
- High-impact placements drive awareness, but content drives action. Display ads delivered 1.28M impressions, but it was the content-led landing page that held attention (1m14s average time on page). Combining rich storytelling with functional value (skip queues, fly fast) is what converts curiosity into clicks.
- Format variation helps optimise performance. Standard IAB and Brand Banners were used across both campaign phases. Phase 2 saw a noticeable CTR lift in Brand Banners (0.19% vs 0.13%) proving that small format tweaks can unlock big gains. A/B test early, learn fast.
"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
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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