Our work

London Stansted:
Departures Live!

As part of our consumer PR brief for London Stansted, we were challenged to increase footfall from younger travellers in the airport’s catchment area. Diffusion developed Departures Live! the first music festival held airside at a UK airport.

Insight & Idea

Our research indicated the growing popularity of European music festivals in the UK among the under 30s, with London Stansted flying to many of the most popular destinations from Iceland to Croatia. To position the airport as the gateway to the 2019 international festival season, we developed a showcase event featuring up and coming artists who would be performing across the continent in the coming Summer.

Diffusion worked closely with festival organisers and agents to bring on board a diverse mix talent with broad appeal to the target Gen Z and millennials audience. Our acts included leading grime artist Jammer, DJ Jack Maynard and indie rock bands Eliza and The Bear and The Magic Gang. Departures Live was promoted to music and lifestyle media, generating coverage for the airport beyond the usual travel pages.

Impact & Action

Diffusion managed the invite list to press and social influencers and handled the media outreach before and after the event. Videography and photography to capture the day was seeded to picture desks during the day. Overall 30 pieces of coverage were secured around the event including MTV, The Independent, The Sun, Lonely Planet and IQ. Footage from the event was shared across London Stansted’s social media platforms, further extending reach and re-setting expectations around the airport experience.

The Metrics

M
Total campaign reach
Pieces of coverage secured
K
Social media impressions
%
Positive sentiment
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London Stansted Airport

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London Stansted Airport