ICG. Full Service Design Agency. Preston

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the "attract leisure travellers into lounges" challenge.

Challenge
Servisair Lounges operates executive lounges for business and leisure travellers at airports across the UK, Europe and North America. Servisair has a robust business traveller customer base but wanted support to attract more leisure passengers to use its lounges.

Discuss
ICG’s design and marketing team went out to learn more about the layout of specific airports, scrutinised existing promotional and booking methods, and reviewed Servisair's interaction with its potential customers. It became clear that a sustained marketing activity would have to focus on changing perceptions that lounges were only for 'Executives'.

Solution
A marketing plan which identified fresh routes to improve brand visibility and targeted sales messages. New eye-catching promotional creatives were adopted for pop up stands, point of sale, animated web banners and other collateral which highlight the benefits of using the lounges to the leisure passenger. ICG’s PR team is also ensuring that all activity generates wider publicity in targeted consumer media.

Result
Increased visibility on a direct level at airports – plus more interaction with leisure customers through informative e-newsletters geared to this market. A redesigned customer feedback questionnaire is also providing insightful market intelligence to help refine ICG’s and Servisair’s strategy.