Rogue One Campaign to Reach More Than 5 Million Passengers Using Classic, Digital and Experiential Media
UNITED KINGDOM — Travelers passing through Gatwick Airport will be immersed in a new experiential ad campaign promoting the upcoming release of Rogue One: A Star Wars Story, to be released in UK cinemas on December 15.
Passengers will be transported through the Rogue One: A Star Wars Story experience from the very beginning of their journey, greeted by floor to ceiling creatives promoting the film and encouraging customers to visit World Duty Free stores. The Gatwick Gateways dominate as passengers enter the South terminal, followed by custom airport-related content at each stage of the their journey. The experience continues into the international departure lounge with exclusive Star Wars and Rogue One: A Star Wars Story merchandise available in the World Duty Free stores, alongside an exclusive virtual reality in-store experience to drive deeper consumer engagement.
Once passengers enter the international departure lounge, they will find themselves in the heart of the campaign, with an experiential showcase of the actual costumes from the film, surrounded by digital screens. As part of the digital domination of the airport, the Rotator Screen, the Pillars and the Landmarks in the lounge will all feature call-to-action messages. In an area with heightened dwell-time and interaction levels, one of the digital screens will also feature a Disney Twitter feed to help drive social media engagement.
The Rogue One campaign is a collaboration between Primesight, World Duty Free and Disney UK, and will run for seven week in both the North and South terminals.
“This fully immersive campaign is an exciting opportunity to showcase the creative possibilities of Primesight’s Gatwick Airport media estate. It has been a privilege to collaborate closely with World Duty Free, Disney UK and Gatwick Airport to deliver such an ambitious campaign ahead of the Rogue One: A Star Wars Story release in cinemas, and inject the thrill of that Star Wars magic into the passenger journey from the moment they enter the airport,” said Sarah Parkes, Managing Director of Primesight’s Airport team.
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