Strategy, internal communications and employee engagement, workshops, digital & print, communications and environment graphics I can honestly say that this is the best work I have ever had from any agency. Stuart McDonald - Head of Internal Communications, Gatwick Airport
Gatwick Airport reaches new heights as Your London Airport Honey s internal communication strategy for Gatwick Airport transformed customer experiences and turned one of the world s busiest airports from hell to heaven in one year. With over 34.2 million passengers flying every year. Gatwick Airport is one of the best-known airports in the UK, it was major news when Gatwick Airport announced that they would be sold to a group of equity funds led by Global Infrastructure Partners. This exciting change signaled the need to define their brand values and map out the new future ahead. Honey was selected by Gatwick Airport to define these values and communicate them to a wide range of stakeholders, including investors and over 20,000 employees, to improve the airport s commercial success and customer experience. So how could we help Gatwick Airport live up to its own strapline of Your London Airport and excel in an increasingly competitive customer-driven global environment?
Honey responded creatively to our brief, delivering a workshop and branded materials that the whole team have bought into. The teams are really responding to the campaign, which has given us a great platform for more consistent identity and messaging in the longer term. Alison Addy, Development Communications Manager, Gatwick Airport Together we can make Gatwick London s airport of choice YOUR LONDON AIRPORT Let s leave the others behind We started by speaking to employees and customers at the airport to learn more about the experience of flying from Gatwick. We knew that customer choice, customer experience and visitor experience would all have a massive impact on the success of the airport, and soon discovered that Gatwick had been underperforming in many of these areas. We needed to find out why, and help turn things around. Workshops were arranged with the core Gatwick team to talk about their brand values and find out how employees really felt about the airport. The feedback from this workshop was then used to form the backbone of our communications strategy, we then went about structuring the masses of internal information into something that would resonate with staff and investors, and bring everyone together.
With so much information to get across, we decided to create a format for the internal messages and material that used a distinctive style, with speech bubbles highlighting key statements and colour coding for different audiences. This style was used across all of their communications and created a hierarchy of information to clearly communicate Gatwick Airport s values and outline their new future. - Workshops to define the Gatwick brand and develop a communications strategy - Designed a format for internal communications that created a hierarchy of information - Used speech bubbles and colour coding to highlight key statements for different audiences - Created a new modern tone of voice and design guidelines for use of type, graphics and layout 70% Security queuing complaints have fallen by 70%. 95% Gatwick airport hits their target for the first time with 95% of passengers clearing security in less than five minutes.
The workshop and communications materials successfully developed a clear and consistent identity for Gatwick Airport. Most importantly, the new internal messages really spoke to employees and encouraged them to take ownership of the brand values. We created many infographics, one portrays the entire process and touch points customers have with the airport when travelling through from arrival to departure. And guess what? Everyone pulled together to become more customer focused, which led to visitors reporting a much more positive experience. The project was so successful that security queuing complaints were reduced by 70%, positive feedback doubled, and the airport achieved its target for the first time ever of 95% of passengers clearing security in less than five minutes all as a result of our internal communications campaign. There was such a noticeable difference that even the Evening Standard commented on the changes!
From hell to heaven in one year. There has been a material improvement. Staff are now far more responsive Research undertaken by Evening Standard 24.11.10