Company: Lounge Group, Budapest, Hungary
Company Description: Lounge Group is one of the biggest full service communications agencies in Hungary, operating as a coordinated organization, so it can quickly and efficiently manage comprehensive integrated campaigns.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Content Marketing
 Nomination Title: POV: Europe's Best Airport
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 139 words used.
In March 2023, Ferenc Liszt International Airport was named Europe's best airport in its category, based on passenger feedback. The ASQ award, presented by the Airports Council International, stood as the most prestigious accolade ever received by Hungary’s largest international airport to that date.
Together with the airport’s operator (Budapest Airport - BUD), we launched a 9-month-long integrated campaign based on comprehensive brand research and crowned by an outdoor VR brand appearance.
The PR division, as a lead agency, consolidated, planned, and directed creative, digital and outdoor/ATL tasks.
Our integrated brand campaign, extending throughout the end of year, revolved around providing entertaining and educational insights into airport life, placing significant emphasis on strengthening BUD's brand reputation, showcasing corporate developments funded by over €275 million, and reinforcing stakeholder perceptions that also resonate in the realm of B2B and public affairs.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 245 words used.
RESEARCH
According to our comprehensive brand research conducted for BUD (with representative sample of the whole Hungarian population), 48% of Hungarians do not travel by plane whatsoever, while 34% travels an avg. of 0,2 occasion/year, and 18% travels an avg. of 2,7 occasions/year.
Meaning, there’s a huge gap when it comes to first-hand (or any) experiences of our international airport and the services it provides.
Moreover, those who fly less (or not at all) are significantly less receptive to the news about the airport and its large-scale developments in service of passenger satisfaction - on avg., less than half as many have heard of them, compared to those who fly more frequently.
Other than the lesser-known services, our research provided valuable insights about people’s favourite pastimes at the airport as well, to pinpoint some developments we need to bring to light altogether.
PLANNING
Our communications strategy and toolset reflected on the brand research's eye-opening results.
With the ASQ award as a jumping point, we needed to show the never-before-seen side and aspects of our largest international airport combining ATL, outdoor, broadcast, digital and more classical PR tools/tactics to engage the Hungarian public on a national level, including our public affairs stakeholders and B2B partners as well.
Objectives
1. Strengthen BUD’s brand image and reputation throughout 2023
2. Provide exclusive insights in the life of an international airport, educating the Hungarian public
3. Create a rich content ecosystem for a long, integrated, PR-led campaign
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 250 words used.
EXECUTION
1. National OOH campaign (billboards, citylights, digital displays in Spring + in December)
2. Radio spot campaigns (April + May)
3. Print magazine ads in Hungarian, English and German
4. Huge banner on the control tower
5. Travel influencers with the largest fanbases (FB + IG + TikTok + blog) to contextualize BUD’s passenger services compared to other international airports
THEN IN NOVEMBER, WE CROWNED OUR CAMPAIGN WITH 2 MORE SPECTACULAR SOLUTIONS!
1. We shot an exclusive POV video with airport employees in never-before-seen locations. Then, we placed VR glasses in citylights all around Budapest, complemented by additional lifestyle influencer activities (FB + IG + TikTok), with our VR solution in the centre: to see the airport from afar.
2. A 6-part documentary series with the most popular Hungarian TV personality to invite everyone behind the scenes of the airport. Based on our research, a.k.a. the lesser-known aspects and locations of the airport, where, in several instances, we were the first crew ever. The series ran on the influencer’s and BUD’s social platforms (FB + IG + TikTok).
Extending the impact of our endeavours greatly.
RESULTS
OUTDOOR (W/ OUR VR SOLUTION): 56M GI (~9X the adult population in Hungary)
PR: 48M OTS (~7.5X the adult population in Hungary) with earned media coverages filled with positive brand messages about BUD
SOCIAL/DIGITAL: 5.5M direct reach + 2M unique views for the 24 Hours at the Airport series + 2X increase in positive brand mentions (via social listening)
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 7 words used.
Case study video + campaign one-pager attached
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
6 March 2023
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