London Gatwick Airport - Summer Festival As readers of this magazine will know, retail (and also parking) is as important a revenue stream for airports as landing fees - if not more so.
ports by and large stage major events and campaigns to coincide with the peak Summer and Christmas periods, with the ultimate aim of getting passengers to spend more money. One example is London Gatwick Air-
sive book readings in the airport’s kids
port’s Summer Festival, which is run-
zones throughout the summer.
ning until the end of September. Both of Gatwick’s terminals have been
Trinidadian steel band (as many LGW
adorned with festival-themed branding
long haul routes are to the Caribbean)
and decorations, until 30 September.
to perform for passengers.
And with 12.1% more children travelling through Gatwick during August compared with November, the airport’s Summer Festival has adopted a family focus. As a result, retailer WHSmith Gatwick is bringing children’s literature characters to the airport for the event, with Peter Rabbit and Mog the Cat staging exclu-
50.
Meanwhile the airport is bringing in a
To stimulate retail sales, the airport is giving away £10,000 worth of vouchers, as well as 3,000 beach balls. Other collaborations include ones with World Duty Free (which is offering two new flavours of Edinburgh Gin), a local brewery and a local confectionary company both of which will offer ‘bespoke products’ for passengers.
Airline Marketing Monthly | July 2019
To maximise retail revenues, major air-
