CLIENT – LONDON GATWICK AIRPORT
33 million passengers pass through Gatwick’s security every year – but its not just a matter of keeping them safe in the skies, half the story is looking after them down on the ground.
Our challenge was to attract applications from customer service focused individuals – rather than your typical security-bruiser type.
Our solution was to use the poetry of everyday life. Each advert celebrated the myriad of characters who pass through security but beware the third line which denotes a potential risk.
The result was 8753 applications – Gatwick were originally expecting just 2000.
The number and quality of applications meant Gatwick built a strong talent pipeline, so when an extra project arose they had 40 people ready and waiting.