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London City Airport
From Anonymous Footfall to Connected Passenger Experience.
Building the data infrastructure that transformed how London City Airport knows, reaches, and serves its customers.
When London City Airport launched a bold new brand in 2019, they faced a fundamental problem that no amount of creative could solve alone: they didn't know who was travelling through their airport.
Their initial brief was straightforward: bring the new brand to life and attract leisure travellers. But as we dug deeper, a more strategic opportunity emerged one that would require rethinking not just their marketing, but their entire digital ecosystem.
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We reframed the new WiFi system as London City Airport's most valuable customer touchpoint. We redesigned the interface to feel like an app, capturing light-touch passenger data at the point of WiFi connection along with cookie data to fuel future marketing activity. London City Airport began building something they had never had before: a direct relationship with their own passengers.
The impact was immediate. NPS scores shot up. Passengers noticed the difference. And behind the scenes, a permission-based database was quietly growing.
With data flowing, we replaced the existing email platform with Dotdigital and built a suite of automated email programmes designed to drive commercial performance and to make the airport experience feel personable.
Eighteen months later, we launched a completely rebuilt website a technically sophisticated platform designed to serve both passenger and commercial needs at scale. Built on a modern stack, the site was architected for performance, flexibility, and long-term growth.
We embedded our advanced SEO & GA4 Tracking strategy from the ground up, treating organic visibility as a strategic channel rather than an afterthought building on this with the growth LLMs.
+195%
YoY increase in flight affiliate clicks.
+49%
in organic traffic following website launch.
+272%
increase in sessions generated by
SEO.
When London City Airport launched a bold new brand in 2019, they faced a fundamental problem that no amount of creative could solve alone: they didn't know who was travelling through their airport.
Client Perspective
Huge thanks to Effect for their sheer hard work, creativity and professionalism.
Dorota Zielinska | Digital Engagement Manager
The first-party data strategy that began with a WiFi login now underpins LCY's entire approach to digital marketing.
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An Evolving Partnership
We continue to evolve London City Airport’s digital ecosystem refining their data strategy, developing their content capability, and ensuring every channel reflects an airport that punches well above its size.
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Let's build something smart, together
Partner with Effect to turn first-party data, AI intelligence, and digital strategy into lasting impact.