News

Security awareness signage campaign launched at Manchester Airport

August 27, 2007

LONDON — Creative agency Pixel Inspiration announced the successful installation of a multi-channel communications campaign at Manchester Airport entitled "Check before you check-in," aimed at raising awareness of the 100ml volume restriction enforced on any liquids carried in passengers hand luggage.

The 100ml restriction was introduced by the Government following last August's terrorist alert, but some passengers still remain confused. Each day Manchester Airport disposes of in excess a ton of liquids from passengers including water, aerosols, sun creams, deodorants and perfumes.

To address the issue, Manchester Airport approached Pixel Inspiration to design and produce a multi-channel communication campaign incorporating all passenger touch points including the airport's Web site, digital signage network, outdoor posters in key transport locations and direct mail.

Earlier this year Pixel Inspiration completed the installation of a full digital signage network in Terminal 1, consisting of 97 83-inch digital rear projection screens positioned above the check-in desks. The digital signage network enables the airport to display clear, large format airline branding, as well as marketing and safety messages including the "check before you check-in" campaign.

The campaign features animations of water, sun cream, deodorant and perfume bottles emblazoned with various volume limits. Pixel was able to maximize the impact of the campaign by running animated information notices across the digital screen network, targeting passengers as they wait to check-in.

To reinforce the awareness of the digital screen animations, Pixel has developed life-sized costumes of the water, sun cream, deodorant and perfume bottle characters featured in the digital animations, which are paraded at the check-in areas of the airport, targeting customers before they check in their hold baggage to encourage passengers to check liquids in to be on the safe side.

"Digital signage is really taking off in airports right now as it not only provides flexible branding opportunities for airlines, but also enables airports to broadcast clear and vivid marketing and safety messages to passengers as they wait to check-in," said Barry Bugg, account director, Pixel Inspiration. "For Manchester Airport, we've developed a set of liquid container characters which underpins the campaign and applied them to a broad range of digital and print advertising functions in and around the airport. The high-impact nature of the digital signage network is central to the campaign as it's clearly visible to all passengers awaiting check-in."

"Even though these restrictions have been in place for a year a lack of awareness has meant that passengers have been surrendering bottles and liquids in their thousands," said Jackie Neville, head of product development, Manchester Airport. "As a result tons of waste have been generated which costs us a great deal of money to dispose of."