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The new architecture gave the LCY team the flexibility to manage and personalise content with ease, while a suite of custom integrations kept the site connected to live third-party data sources. ",[2349],{"type":53,"attrs":2350},{"color":15},{"type":68,"attrs":2352,"content":2353},{"textAlign":2213},[2354],{"text":2355,"type":50,"marks":2356},"To mark the launch, we created a campaign that ran across the airport itself — print and digital placements that introduced passengers to their new digital companion before, during, and after their journey.",[2357],{"type":53,"attrs":2358},{"color":15},{"_uid":2201,"label":2202,"content":2360,"component":2173,"defaultOpen":37},{"type":40,"content":2361},[2362],{"type":2206,"content":2363},[2364,2374,2384],{"type":2209,"content":2365},[2366],{"type":68,"attrs":2367,"content":2368},{"textAlign":2213},[2369],{"text":2370,"type":50,"marks":2371},"Delivered a fully mobile-optimised website that significantly improved the experience for the majority of LCY's audience  ",[2372],{"type":53,"attrs":2373},{"color":15},{"type":2209,"content":2375},[2376],{"type":68,"attrs":2377,"content":2378},{"textAlign":2213},[2379],{"text":2380,"type":50,"marks":2381},"Live data integrations — departures & arrivals, waiting times, weather and timetables — gave travellers real-time information in one place for the first time  ",[2382],{"type":53,"attrs":2383},{"color":15},{"type":2209,"content":2385},[2386],{"type":68,"attrs":2387,"content":2388},{"textAlign":2213},[2389],{"text":2390,"type":50,"marks":2391},"A flexible CMS architecture future-proofed the platform, giving the LCY team full control to evolve and personalise the site independently ",[2392],{"type":53,"attrs":2393},{"color":15},{"_uid":2395,"label":2396,"content":2397,"component":2173,"defaultOpen":37},"3692eb87-4d99-4442-a1bf-8cd8b7015ad4","Testimonials",{"type":40,"content":2398},[2399,2407],{"type":68,"attrs":2400,"content":2401},{"textAlign":2213},[2402],{"text":2403,"type":50,"marks":2404},"\"Huge thanks to effect for their sheer hard work, creativity and professionalism.\"",[2405],{"type":53,"attrs":2406},{"color":15},{"type":68,"attrs":2408,"content":2409},{"textAlign":2213},[2410],{"text":2411,"type":50,"marks":2412},"- Dorota Zielinska, London City Airport",[2413],{"type":53,"attrs":2414},{"color":368},{"_uid":2244,"title":2416,"plugin":309,"description":2417},"LCY x Effect | Digital Experience Redesign","Explore how Effect transformed London City Airport's website into a mobile-first, data-driven platform built to improve digital experiences. 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City Airport is the capital's most central airport, connecting the city to over 30 European destinations. Traditionally associated with business travel, LCY has been on a strategic journey to reposition itself as a premium leisure gateway — and Effect has been its digital marketing partner throughout, working together since 2019 across campaigns, content and web. ",[2577],{"type":53,"attrs":2578},{"color":368},{"_uid":2175,"label":2176,"content":2580,"component":2173,"defaultOpen":37},{"type":40,"content":2581},[2582,2590,2605,2618],{"type":68,"attrs":2583,"content":2584},{"textAlign":2213},[2585],{"text":2586,"type":50,"marks":2587},"Despite its unique advantages — central location, shorter queues, and a faster, more effortless experience — LCY remained under-considered by leisure travellers. We were briefed to change that. The Winter 2025 campaign had three clear objectives: ",[2588],{"type":53,"attrs":2589},{"color":15},{"type":2591,"attrs":2592,"content":2594},"ordered_list",{"order":2593},1,[2595],{"type":2209,"content":2596},[2597],{"type":68,"attrs":2598,"content":2599},{"textAlign":2213},[2600],{"text":2601,"type":50,"marks":2602},"Continue shifting perception of LCY from business hub to premium leisure destination. ",[2603],{"type":53,"attrs":2604},{"color":15},{"type":2591,"attrs":2606,"content":2607},{"order":45},[2608],{"type":2209,"content":2609},[2610],{"type":68,"attrs":2611,"content":2612},{"textAlign":2213},[2613],{"text":2614,"type":50,"marks":2615},"Drive flight searches and bookings across key European routes. ",[2616],{"type":53,"attrs":2617},{"color":15},{"type":2591,"attrs":2619,"content":2621},{"order":2620},3,[2622],{"type":2209,"content":2623},[2624],{"type":68,"attrs":2625,"content":2626},{"textAlign":2213},[2627],{"text":2628,"type":50,"marks":2629},"Grow LCY's owned audience for long-term engagement. ",[2630],{"type":53,"attrs":2631},{"color":15},{"_uid":2188,"label":2189,"content":2633,"component":2173,"defaultOpen":37},{"type":40,"content":2634},[2635,2655],{"type":68,"attrs":2636,"content":2637},{"textAlign":2213},[2638,2643,2650],{"text":2639,"type":50,"marks":2640},"We built the campaign around a single, resonant idea: ",[2641],{"type":53,"attrs":2642},{"color":15},{"text":2644,"type":50,"marks":2645},"Your Next Story Starts with London City Airport",[2646,2648],{"type":53,"attrs":2647},{"color":15},{"type":2649},"italic",{"text":2651,"type":50,"marks":2652}," — a platform designed to speak to a younger, affluent audience with a taste for spontaneous, memorable travel. ",[2653],{"type":53,"attrs":2654},{"color":15},{"type":68,"attrs":2656,"content":2657},{"textAlign":2213},[2658],{"text":2659,"type":50,"marks":2660},"From creative concept to full-funnel execution, the campaign ran across paid social, display, PPC, email, SEO and Skyscanner. Each channel was activated to play its role — building awareness with new audiences, nurturing consideration, and converting intent into action. The creative balanced aspiration with wit, capturing what makes LCY genuinely different without losing the premium feel the brand demands. ",[2661],{"type":53,"attrs":2662},{"color":15},{"_uid":2201,"label":2202,"content":2664,"component":2173,"defaultOpen":37},{"type":40,"content":2665},[2666,2678,2690],{"type":2206,"content":2667},[2668],{"type":2209,"content":2669},[2670],{"type":68,"attrs":2671,"content":2672},{"textAlign":2213},[2673],{"text":2674,"type":50,"marks":2675},"37% flight search rate on Skyscanner vs. a 3–4% industry benchmark  ",[2676],{"type":53,"attrs":2677},{"color":15},{"type":2206,"content":2679},[2680],{"type":2209,"content":2681},[2682],{"type":68,"attrs":2683,"content":2684},{"textAlign":2213},[2685],{"text":2686,"type":50,"marks":2687},"23 million impressions and 292,000 clicks delivered across paid channels ",[2688],{"type":53,"attrs":2689},{"color":15},{"type":2206,"content":2691},[2692],{"type":2209,"content":2693},[2694],{"type":68,"attrs":2695,"content":2696},{"textAlign":2213},[2697],{"text":2698,"type":50,"marks":2699},"CRM engagement up 21% with over 10,700 new contacts added, strengthening LCY's owned audience for future campaigns ",[2700],{"type":53,"attrs":2701},{"color":15},{"_uid":2244,"title":2703,"plugin":309,"description":2704},"London City Airport x Effect Winter Campaign","Small Airport. 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