East Midlands Airport x SunExpress

In September 2025, East Midlands Airport asked us to develop a campaign to support the launch of a new SunExpress route from East Midlands Airport to Antalya, Turkey, launching from Easter 2026.

The brief was straightforward but important. Build early awareness, create excitement around the destination, and position East Midlands Airport as the convenient, good value choice for regional holidaymakers as people began thinking about their 2026 travel plans.

Our Approach

We recommended a multi-platform strategy combining Spotify, Digital Out of Home and radio. The aim was to reach people naturally during everyday moments, rather than forcing the message.

The campaign was tightly focused on Nottinghamshire and Derbyshire, the airport’s key leisure catchment. These are audiences most likely to choose East Midlands Airport for ease, familiarity and value.

By using a mix of audio and visual channels, we could layer the message. Seen on the roadside, heard in the car and picked up again while relaxing or planning time away.

Smart Regional Reach

Spotify, Digital Out of Home and Smooth Radio allowed us to connect with audiences throughout their daily routines. Driving, unwinding at home, or starting to think about holidays. Moments when travel ideas tend to land best.

Spotify added precision, targeting adults aged 18+ based on travel interest and lifestyle behaviours. Digital Out of Home delivered strong visual impact in high footfall locations. Smooth Radio brought warmth, trust and local relevance.

Across the campaign, more than 2.5 million impacts were delivered.

Momentum Over Time

The activity ran for eight weeks, maintaining a consistent presence to build awareness and consideration steadily. This ensured the new route stayed front of mind as holiday planning for 2026 began to take shape.

The Result

A high-frequency, feel-good campaign that successfully connected East Midlands Airport and SunExpress with local holidaymakers. Timed perfectly for when people start dreaming about their next trip, and delivered through channels that felt natural, familiar and trusted.

For details on all flights, go to www.eastmidlandsairport.com

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