Ponderosa lands Leeds Bradford Airport destination campaign

Leeds-based brand and communications agency, Ponderosa, has developed an integrated marketing campaign to increase awareness of the +80 worldwide destinations accessible from the heart of Yorkshire, at Leeds Bradford Airport.

Capturing the charm of Yorkshire, Ponderosa created the ‘Ey up World’ campaign to highlight +80 destinations to travellers, who may be unaware of the flight options right on their doorstep from Yorkshire’s airport

Showcasing the world in a variation of creative executions, Ponderosa has developed a campaign that appeals to multiple audience profiles, including family, groups and convenient getaways.

Using the words ‘scorchio’, ‘bucketlisting’ and ‘out of office’, each creative iteration, includes a series of thought-provoking imagery, highlighting key elements of a desired destination. The campaign strapline ‘Ey up World’ is prominent in each advert and is underpinned with LBA’s ‘from the heart of Yorkshire’ message.

The campaign has been rolled out across multiple out of home channels, including digital 6 and 48 sheets, bus sides, radio and a static ad at Leeds Tower. The campaign is supported by YouTube and programmatic ads, social media and travel agent activations to land with key audiences.

Speaking on behalf of Ponderosa, CEO, Richard Midgley said, “Insight suggests that although there are over 4 million Yorkshire travellers using LBA, many are choosing alternative airports because they aren’t aware of the range of destinations on offer from LBA.

“The strapline ‘Ey up World’ allowed us to have some fun, bring the destinations to life and create a sense of ease and freedom to travel from the comfort of Yorkshire’s airport.

“Working with the team at LBA on its first out of home awareness campaign has been a pleasure and we look forward to seeing the campaign rolled out throughout the Summer.

John Cunliffe, Commercial and Strategy Director at LBA said, “Ponderosa has understood our brand, our target audience and tackled the insight head on, coming up with some brilliant ideas for our first ever above the line awareness campaign, to bring to life our range of more than 80 destination.

“Through the ‘Ey up World’ campaign, the series of creatives deliver stand-out colour and vibrancy to ensure more people become aware of the range of world-wide destinations we offer right from the heart of Yorkshire, at Leeds Bradford Airport.”