Sydney Airport launches teaser ads with fictional medical condition, Pre-Flight Tension

Sydney Airport has launched a million-dollar ad campaign to promote the new food, beverage and retail offering at its international terminal.

It is the first work to come out of Frost since it was appointed to handle the brief.

The campaign has initially launched with tongue-and-cheek unbranded radio, outdoor and online ads. The creative executions, which will run until the middle of June, point to a fictional medical condition called PFT – Pre-Flight Tension.

Sydney Airport, Mumbrella

The second phase of the campaign will then highlight the airport’s new retail precinct, positioned as “the antidote to PFT”.

The strategy was informed from research which showed that one in four travellers experienced significant stress before an overseas trip.

Vince Frost, the agency’s creative director and chairman, said: “Consumers were telling us that they find departing for a holiday abroad really stressful, reaching a crescendo at the airport.”

“This insight was the jumping-off point for the creative campaign, which seeks to first acknowledge this phenomenon, crystalising an emotional scenario that travellers can identify with. This engagement will open them up to further communication about how the new experience offered at Sydney Airport can play a role in alleviating this anxiety and actually become an exciting part of the holiday.”

The teaser ads, created to look similar to government health education campaigns, also features the Ease PFT website address which provides consumers with tips on how to ease pre-flight stress.

The Sydney Airport campaign is targeted at regular travellers aged 20–55 who take at least one overseas holiday per year and who have already booked a trip.

In 2007, Sydney Airport began a $500m upgrade of its international terminal.


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