USP Creative

The World in One City

  • Liverpool John Lennon Airport / Destination Marketing

Routes Europe is the largest tourism exhibition for the region's leading airlines, airports and tourism authorities. Held in Belfast in 2017 and Bilbao in 2018, Routes presents a key opportunity for LJLA to create an engaging platform to discuss new business opportunities with the region's leading airlines, airports and tourism authorities.

The Challenge

Airports around the globe face increasing competition for both routes and passengers, and as air traffic increases so will competition from neighbouring airports, cities and regions. When a customer has the world to choose from, it can be a challenge to compete.

LJLA has traditionally been considered a stand-alone transport hub, yet it is inextricably linked to globalisation, regional economic development, tourism, and national competitiveness. Our challenge now was to promote Liverpool’s leisure, cultural and business opportunities and position LJLA as the gateway to the region

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The Solution

We needed to bring the excitement and power of the city of Liverpool alive in an unmistakable way. We needed to establish Liverpool as the most dynamic and exciting city in Europe, and one which airlines could not risk missing out on connecting with.

The key to this was the centre-piece of the stand, a 3D printed model of the city, featuring all of its key landmarks and world-famous architecture, brought to life through a bespoke animated projection which was able to highlight specific elements and deliver key facts and figures in the most engaging way. The installation not only created a stir at Routes but provides a sustainable, lasting solution for LJLA as it takes up residence in the main airport terminal as an interactive piece which can be adapted to incorporate campaign, business or seasonal messages and can be used for take over animations for key stakeholders and partners.