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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. ",[2836],{"type":53,"attrs":2837},{"color":368},{"_uid":1926,"label":1927,"content":2839,"component":1924,"defaultOpen":37},{"type":40,"content":2840},[2841,2849,2862,2875],{"type":68,"attrs":2842,"content":2843},{"textAlign":1932},[2844],{"text":2845,"type":50,"marks":2846},"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: ",[2847],{"type":53,"attrs":2848},{"color":15},{"type":2612,"attrs":2850,"content":2851},{"order":2614},[2852],{"type":2617,"content":2853},[2854],{"type":68,"attrs":2855,"content":2856},{"textAlign":1932},[2857],{"text":2858,"type":50,"marks":2859},"Continue shifting perception of LCY from business hub to premium leisure destination. ",[2860],{"type":53,"attrs":2861},{"color":15},{"type":2612,"attrs":2863,"content":2864},{"order":45},[2865],{"type":2617,"content":2866},[2867],{"type":68,"attrs":2868,"content":2869},{"textAlign":1932},[2870],{"text":2871,"type":50,"marks":2872},"Drive flight searches and bookings across key European routes. ",[2873],{"type":53,"attrs":2874},{"color":15},{"type":2612,"attrs":2876,"content":2877},{"order":2642},[2878],{"type":2617,"content":2879},[2880],{"type":68,"attrs":2881,"content":2882},{"textAlign":1932},[2883],{"text":2884,"type":50,"marks":2885},"Grow LCY's owned audience for long-term engagement. ",[2886],{"type":53,"attrs":2887},{"color":15},{"_uid":1956,"label":2502,"content":2889,"component":1924,"defaultOpen":37},{"type":40,"content":2890},[2891,2911],{"type":68,"attrs":2892,"content":2893},{"textAlign":1932},[2894,2899,2906],{"text":2895,"type":50,"marks":2896},"We built the campaign around a single, resonant idea: ",[2897],{"type":53,"attrs":2898},{"color":15},{"text":2900,"type":50,"marks":2901},"Your Next Story Starts with London City Airport",[2902,2904],{"type":53,"attrs":2903},{"color":15},{"type":2905},"italic",{"text":2907,"type":50,"marks":2908}," — a platform designed to speak to a younger, affluent audience with a taste for spontaneous, memorable travel. ",[2909],{"type":53,"attrs":2910},{"color":15},{"type":68,"attrs":2912,"content":2913},{"textAlign":1932},[2914],{"text":2915,"type":50,"marks":2916},"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. ",[2917],{"type":53,"attrs":2918},{"color":15},{"_uid":1969,"label":2511,"content":2920,"component":1924,"defaultOpen":37},{"type":40,"content":2921},[2922,2934,2946],{"type":2677,"content":2923},[2924],{"type":2617,"content":2925},[2926],{"type":68,"attrs":2927,"content":2928},{"textAlign":1932},[2929],{"text":2930,"type":50,"marks":2931},"37% flight search rate on Skyscanner vs. a 3–4% industry benchmark  ",[2932],{"type":53,"attrs":2933},{"color":15},{"type":2677,"content":2935},[2936],{"type":2617,"content":2937},[2938],{"type":68,"attrs":2939,"content":2940},{"textAlign":1932},[2941],{"text":2942,"type":50,"marks":2943},"23 million impressions and 292,000 clicks delivered across paid channels ",[2944],{"type":53,"attrs":2945},{"color":15},{"type":2677,"content":2947},[2948],{"type":2617,"content":2949},[2950],{"type":68,"attrs":2951,"content":2952},{"textAlign":1932},[2953],{"text":2954,"type":50,"marks":2955},"CRM engagement up 21% with over 10,700 new contacts added, strengthening LCY's owned audience for future campaigns ",[2956],{"type":53,"attrs":2957},{"color":15},{"_uid":2009,"title":2959,"plugin":309,"description":2960},"London City Airport x Effect Winter Campaign","Small Airport. 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City Airport has long been synonymous with business travel — fast, central, and efficient. But with a summer 2025 schedule packed with leisure destinations, LCY had an opportunity to reshape how Londoners thought about it. Effect Digital partnered with LCY to deliver a multi-channel campaign that would do more than drive bookings — it would change perceptions. ",[3077],{"type":53,"attrs":3078},{"color":368},{"_uid":1926,"label":1927,"content":3080,"component":1924,"defaultOpen":37},{"type":40,"content":3081},[3082],{"type":68,"attrs":3083,"content":3084},{"textAlign":46},[3085],{"text":3086,"type":50,"marks":3087},"We were tasked with two things: drive passenger numbers for summer 2025, and shift LCY's positioning from a business airport to a premium leisure destination. 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As long term partners, Effect has collaborated with LLRRSP for over seven years, working as an extension of their team. Together, we design and deliver digital campaigns that reach audiences that traditional public safety messaging often miss, translating complex behavioural challenges into creative that genuinely moves people to act. ",{"type":68,"attrs":3220,"content":3221},{"textAlign":1932},[3222],{"text":3223,"type":50},"This campaign targeted older motorcyclists across the county to promote the Enhanced Rider Scheme: a refresher course designed to sharpen skills and improve safety on the road. With injury rates among this group rising year on year, and a summer riding season that brings thousands of returning riders back onto the roads after months away, LLRRSP needed a campaign that could reach them in the right way. ",{"_uid":1926,"label":1927,"content":3225,"component":1924,"defaultOpen":37},{"type":40,"content":3226},[3227,3235],{"type":68,"attrs":3228,"content":3229},{"textAlign":1932},[3230],{"text":3231,"type":50,"marks":3232},"For many older motorcyclists, riding is a seasonal pleasure rather than a daily habit. The bike sits in the garage through the winter and emerges with the sun. Skills that once felt second nature can quietly depreciate in the gaps between rides, but most riders don't see it that way. They know how to ride. They've always known how to ride. ",[3233],{"type":53,"attrs":3234},{"color":15},{"type":68,"attrs":3236,"content":3237},{"textAlign":1932},[3238],{"text":3239,"type":50,"marks":3240},"That confidence is exactly what makes this audience difficult to reach with traditional road safety messaging. Campaigns that lead with risk or lecture riders on their limitations tend to fall flat, or worse, create resistance. Our challenge was to position the Enhanced Rider Scheme so that riders felt they had discovered the it for themselves, rather than being targeted for it. ",[3241],{"type":53,"attrs":3242},{"color":15},{"_uid":1956,"label":2502,"content":3244,"component":1924,"defaultOpen":37},{"type":40,"content":3245},[3246,3254,3272],{"type":68,"attrs":3247,"content":3248},{"textAlign":1932},[3249],{"text":3250,"type":50,"marks":3251},"We structured the campaign across two phases: ",[3252],{"type":53,"attrs":3253},{"color":15},{"type":68,"attrs":3255,"content":3256},{"textAlign":1932},[3257,3261,3267],{"text":2531,"type":50,"marks":3258},[3259],{"type":53,"attrs":3260},{"color":15},{"text":3262,"type":50,"marks":3263},"Phase 1 —",[3264,3266],{"type":53,"attrs":3265},{"color":15},{"type":265},{"text":3268,"type":50,"marks":3269}," Gamified Awareness: Interactive, game-style video ads challenged riders to test their reaction times — stopping the scroll, holding attention, and building trust with the audience without a word of lecturing. ",[3270],{"type":53,"attrs":3271},{"color":15},{"type":68,"attrs":3273,"content":3274},{"textAlign":1932},[3275,3281],{"text":3276,"type":50,"marks":3277},"Phase 2 —",[3278,3280],{"type":53,"attrs":3279},{"color":15},{"type":265},{"text":3282,"type":50,"marks":3283}," Converting Attention into Demand: Engagement data from the games fed directly into our audience targeting. Riders already familiar with the Road Safety brand were then served clear, conversion-focused ads driving them to book the Enhanced Rider Scheme. ",[3284],{"type":53,"attrs":3285},{"color":15},{"_uid":1969,"label":2511,"content":3287,"component":1924,"defaultOpen":37},{"type":40,"content":3288},[3289,3319,3360],{"type":68,"attrs":3290,"content":3291},{"textAlign":1932},[3292,3297,3303,3308,3314],{"text":3293,"type":50,"marks":3294},"The gamified creative stopped the scroll and held attention well above standard benchmarks, with the best-performing ad achieving a ",[3295],{"type":53,"attrs":3296},{"color":15},{"text":3298,"type":50,"marks":3299},"69% thumb stop rate",[3300,3302],{"type":53,"attrs":3301},{"color":15},{"type":265},{"text":3304,"type":50,"marks":3305}," and a ",[3306],{"type":53,"attrs":3307},{"color":15},{"text":3309,"type":50,"marks":3310},"79% hold rate",[3311,3313],{"type":53,"attrs":3312},{"color":15},{"type":265},{"text":3315,"type":50,"marks":3316},".  ",[3317],{"type":53,"attrs":3318},{"color":15},{"type":68,"attrs":3320,"content":3321},{"textAlign":1932},[3322,3327,3333,3338,3344,3349,3355],{"text":3323,"type":50,"marks":3324},"In Phase 2, we converted that engaged audience into site visitors at a ",[3325],{"type":53,"attrs":3326},{"color":15},{"text":3328,"type":50,"marks":3329},"42% stronger CTR",[3330,3332],{"type":53,"attrs":3331},{"color":15},{"type":265},{"text":3334,"type":50,"marks":3335}," and ",[3336],{"type":53,"attrs":3337},{"color":15},{"text":3339,"type":50,"marks":3340},"30% lower CPC",[3341,3343],{"type":53,"attrs":3342},{"color":15},{"type":265},{"text":3345,"type":50,"marks":3346}," than the account average, with a late tactical switch delivering a further ",[3347],{"type":53,"attrs":3348},{"color":15},{"text":3350,"type":50,"marks":3351},"23% uplift in landing page views at 22% lower cost",[3352,3354],{"type":53,"attrs":3353},{"color":15},{"type":265},{"text":3356,"type":50,"marks":3357},". ",[3358],{"type":53,"attrs":3359},{"color":15},{"type":68,"attrs":3361,"content":3362},{"textAlign":1932},[3363],{"text":3364,"type":50,"marks":3365},"Beyond the numbers, comment sections filled with riders asking about pricing, availability and instructors — several chasing providers directly when they hadn't heard back. 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In 2025, they identified an untapped opportunity within their passenger Wi-Fi journey — and asked Effect to help them turn it into a sellable, scalable sponsorship product. ",[3433],{"type":53,"attrs":3434},{"color":368},{"_uid":1926,"label":1927,"content":3436,"component":1924,"defaultOpen":37},{"type":40,"content":3437},[3438],{"type":68,"attrs":3439,"content":3440},{"textAlign":46},[3441],{"text":3442,"type":50,"marks":3443},"With free Wi-Fi readily available to all arriving and departing passengers, the sign-up journey offered a high-visibility, captive audience environment. LCY Media wanted to commercialise this touchpoint by introducing exclusive brand sponsorship — but needed the strategy, infrastructure and reporting to make it work. ",[3444],{"type":53,"attrs":3445},{"color":368},{"_uid":1956,"label":2502,"content":3447,"component":1924,"defaultOpen":37},{"type":40,"content":3448},[3449],{"type":68,"attrs":3450,"content":3451},{"textAlign":46},[3452],{"text":3453,"type":50,"marks":3454},"Effect developed a sponsorship-ready Wi-Fi experience that targets the full LCY passenger footfall and gives brand partners premium, exclusive visibility throughout the airport journey. 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With child road fatalities on the rise and worrying gaps in awareness of UK car seat laws, particularly among communities where English is not a first language, they needed a campaign that could cut through and educate. ",{"_uid":1926,"label":1927,"content":3608,"component":1924,"defaultOpen":37},{"type":40,"content":3609},[3610,3618,3626,3648],{"type":68,"attrs":3611,"content":3612},{"textAlign":1932},[3613],{"text":3614,"type":50,"marks":3615},"Despite clear legislation, child car seat compliance in the UK remains a significant concern. Nearly one in five UK parents find the rules unclear, and 14% of children aged 0–3 do not always travel in a child restraint system. The challenge was compounded for Leicester's diverse South Asian communities, for whom safety education was often unavailable in their native language. ",[3616],{"type":53,"attrs":3617},{"color":15},{"type":68,"attrs":3619,"content":3620},{"textAlign":1932},[3621],{"text":3622,"type":50,"marks":3623},"The brief had two clear objectives: ",[3624],{"type":53,"attrs":3625},{"color":15},{"type":2677,"content":3627},[3628,3638],{"type":2617,"content":3629},[3630],{"type":68,"attrs":3631,"content":3632},{"textAlign":46},[3633],{"text":3634,"type":50,"marks":3635},"Educate parents and caregivers on child car seat laws and the correct seat type for each stage of a child's development ",[3636],{"type":53,"attrs":3637},{"color":15},{"type":2617,"content":3639},[3640],{"type":68,"attrs":3641,"content":3642},{"textAlign":46},[3643],{"text":3644,"type":50,"marks":3645},"Reach Leicester-based audiences whose first language may not be English, ensuring the message was genuinely accessible, not just broadly distributed ",[3646],{"type":53,"attrs":3647},{"color":15},{"type":68,"attrs":3649,"content":3650},{"textAlign":1932},[3651],{"text":3652,"type":50,"marks":3653},"Crucially, the tone had to be right. This wasn't a campaign built on shame or scare tactics. Parents needed to feel they had discovered this information, not that they were being lectured. ",[3654],{"type":53,"attrs":3655},{"color":15},{"_uid":1956,"label":2502,"content":3657,"component":1924,"defaultOpen":37},{"type":40,"content":3658},[3659,3667,3675,3688,3696,3709],{"type":68,"attrs":3660,"content":3661},{"textAlign":1932},[3662],{"text":3663,"type":50,"marks":3664},"To maximise reach and resonance, we translated the entire campaign into the four most widely spoken South Asian languages in Leicester according to the 2021 Census: Urdu, Bengali, Punjabi and Gujarati — the first time the Partnership had ever run non-English ads or targeted audiences by language. ",[3665],{"type":53,"attrs":3666},{"color":15},{"type":68,"attrs":3668,"content":3669},{"textAlign":1932},[3670],{"text":3671,"type":50,"marks":3672},"Execution followed a two-pronged creative structure. ",[3673],{"type":53,"attrs":3674},{"color":15},{"type":68,"attrs":3676,"content":3677},{"textAlign":1932},[3678,3684],{"text":3679,"type":50,"marks":3680},"Capturing Attention",[3681,3683],{"type":53,"attrs":3682},{"color":15},{"type":265},{"text":2531,"type":50,"marks":3685},[3686],{"type":53,"attrs":3687},{"color":15},{"type":68,"attrs":3689,"content":3690},{"textAlign":1932},[3691],{"text":3692,"type":50,"marks":3693},"Moving away from the dry aesthetic that safety campaigns often default to, our first campaign evoked the iconic hand-painted Bollywood film posters of the 1940s and 50s. 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Four fully translated landing pages supported both campaigns, giving each audience an accessible destination to explore their legal obligations in full. ",[3715],{"type":53,"attrs":3716},{"color":15},{"_uid":1969,"label":2511,"content":3718,"component":1924,"defaultOpen":37},{"type":40,"content":3719},[3720,3728,3736,3755],{"type":68,"attrs":3721,"content":3722},{"textAlign":1932},[3723],{"text":3724,"type":50,"marks":3725},"Public safety campaigns live or die by whether the message lands with the people who need to hear it. 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The solution needed to be easy, fast and accessible based on a number of user intents. ",[4178],{"type":53,"attrs":4179},{"color":15},{"type":68,"attrs":4181,"content":4182},{"textAlign":1932},[4183],{"text":4184,"type":50,"marks":4185},"Following a recent streamlining of the Archive, adding new decade-based filtering functionality, we turned our attention to Search. ",[4186],{"type":53,"attrs":4187},{"color":15},{"_uid":1956,"label":2502,"content":4189,"component":1924,"defaultOpen":37},{"type":40,"content":4190},[4191,4199,4240,4248,4262,4274,4286,4298,4306],{"type":68,"attrs":4192,"content":4193},{"textAlign":46},[4194],{"text":4195,"type":50,"marks":4196},"The existing Search was receiving a moderate percentage of traffic, but remained a secondary focus aimed at complementing the site user experience.  ",[4197],{"type":53,"attrs":4198},{"color":15},{"type":68,"attrs":4200,"content":4201},{"textAlign":1932},[4202,4207,4213,4218,4224,4229,4235],{"text":4203,"type":50,"marks":4204},"After uncovering the typical search terms, it was clear visitors were attempting to use the",[4205],{"type":53,"attrs":4206},{"color":15},{"text":4208,"type":50,"marks":4209}," Search to find events",[4210,4212],{"type":53,"attrs":4211},{"color":15},{"type":265},{"text":4214,"type":50,"marks":4215},", key information about the gallery (ie. ",[4216],{"type":53,"attrs":4217},{"color":15},{"text":4219,"type":50,"marks":4220},"opening times",[4221,4223],{"type":53,"attrs":4222},{"color":15},{"type":265},{"text":4225,"type":50,"marks":4226},") or dig out an ",[4227],{"type":53,"attrs":4228},{"color":15},{"text":4230,"type":50,"marks":4231},"artefact",[4232,4234],{"type":53,"attrs":4233},{"color":15},{"type":265},{"text":4236,"type":50,"marks":4237}," that was hidden away. From this research, we knew we needed to bring Search into the spotlight. ",[4238],{"type":53,"attrs":4239},{"color":15},{"type":68,"attrs":4241,"content":4242},{"textAlign":1932},[4243],{"text":4244,"type":50,"marks":4245},"To solidify this decision, we investigated similar arts and cultural organisations which faced similar challenges. Upon doing so, we were inspired by the number of ways content was being delivered across London-based galleries and afar. It also showed dramatic potential to offer a Search experience others may not have yet. ",[4246],{"type":53,"attrs":4247},{"color":15},{"type":68,"attrs":4249,"content":4250},{"textAlign":1932},[4251,4257],{"text":4252,"type":50,"marks":4253},"Our key UX suggestions based on research was to:",[4254,4256],{"type":53,"attrs":4255},{"color":15},{"type":265},{"text":4258,"type":50,"marks":4259},"  ",[4260],{"type":53,"attrs":4261},{"color":15},{"type":2677,"content":4263},[4264],{"type":2617,"content":4265},[4266],{"type":68,"attrs":4267,"content":4268},{"textAlign":1932},[4269],{"text":4270,"type":50,"marks":4271},"Add responsive categories based on your search ",[4272],{"type":53,"attrs":4273},{"color":15},{"type":2677,"content":4275},[4276],{"type":2617,"content":4277},[4278],{"type":68,"attrs":4279,"content":4280},{"textAlign":1932},[4281],{"text":4282,"type":50,"marks":4283},"Add multiple content view options (ie. grid \u002F list) ",[4284],{"type":53,"attrs":4285},{"color":15},{"type":2677,"content":4287},[4288],{"type":2617,"content":4289},[4290],{"type":68,"attrs":4291,"content":4292},{"textAlign":1932},[4293],{"text":4294,"type":50,"marks":4295},"Add editable search query fields ",[4296],{"type":53,"attrs":4297},{"color":15},{"type":68,"attrs":4299,"content":4300},{"textAlign":1932},[4301],{"text":4302,"type":50,"marks":4303},"The solution? Algolia. A globally recognised leader in search and product discovery, this powerful tool allows you to configure the ultimate experience suited to your needs. Leveraging Algolia’s API provided a way for us to deliver fast, performant results in real time specifically tailored to Serpentine.   ",[4304],{"type":53,"attrs":4305},{"color":15},{"type":68,"attrs":4307,"content":4308},{"textAlign":1932},[4309,4314,4320],{"text":4310,"type":50,"marks":4311},"We ",[4312],{"type":53,"attrs":4313},{"color":15},{"text":4315,"type":50,"marks":4316},"indexed all of Serpentine’s events",[4317,4319],{"type":53,"attrs":4318},{"color":15},{"type":265},{"text":4321,"type":50,"marks":4322},", and then ranked them using a custom record ‘Priority’ attribute. This system valued each piece of content 1-9 based on purpose, ensuring visitors would be served the most relevant and important content first.",[4323],{"type":53,"attrs":4324},{"color":15},{"_uid":1969,"label":2511,"content":4326,"component":1924,"defaultOpen":37},{"type":40,"content":4327},[4328,4353],{"type":68,"attrs":4329,"content":4330},{"textAlign":46},[4331,4337,4343,4349],{"text":4332,"type":50,"marks":4333},"48",[4334,4336],{"type":53,"attrs":4335},{"color":15},{"type":265},{"text":4338,"type":50,"marks":4339},"%  increase",[4340,4342],{"type":53,"attrs":4341},{"color":368},{"type":265},{"text":4344,"type":50,"marks":4345}," in interaction.",[4346,4348],{"type":53,"attrs":4347},{"color":15},{"type":265},{"text":2531,"type":50,"marks":4350},[4351],{"type":53,"attrs":4352},{"color":15},{"type":68,"attrs":4354,"content":4355},{"textAlign":1932},[4356],{"text":4357,"type":50,"marks":4358},"Moving to Algolia hasn’t just provided a faster and more relevant experience to all visitors. The new technology has so far contributed to a higher site wide engagement rate (YoY), and almost double the number of visitors using the Search while browsing. (5,964 to 8,790).",[4359],{"type":53,"attrs":4360},{"color":15},{"_uid":4362,"label":4363,"content":4364,"component":1924,"defaultOpen":37},"141f80e0-e883-407c-884b-8f3df4d75f8b","Legacy",{"type":40,"content":4365},[4366,4374,4382,4390,4398],{"type":68,"attrs":4367,"content":4368},{"textAlign":46},[4369],{"text":4370,"type":50,"marks":4371},"Leveraging Algolia’s API provided a method for us to deliver fast, performant results in real time specifically tailored to the business needs of Serpentine Galleries.  ",[4372],{"type":53,"attrs":4373},{"color":15},{"type":68,"attrs":4375,"content":4376},{"textAlign":1932},[4377],{"text":4378,"type":50,"marks":4379},"Developing the search results was a two-part process, which involved the creation of a custom indexer and the Algolia Instant Search library to convert events, pages & Art & Ideas (and others) into functioning search results.  ",[4380],{"type":53,"attrs":4381},{"color":15},{"type":68,"attrs":4383,"content":4384},{"textAlign":1932},[4385],{"text":4386,"type":50,"marks":4387},"Ranking was determined using a custom record ‘Priority’ attribute with each result being assigned a value 1-9 based on its purpose. Working in tandem with Algolia’s wider ranking criteria, custom ranking was able to balance the promotion of upcoming and ongoing events whilst providing key information for specific queries such including facilities & access and getting here. ",[4388],{"type":53,"attrs":4389},{"color":15},{"type":68,"attrs":4391,"content":4392},{"textAlign":1932},[4393],{"text":4394,"type":50,"marks":4395},"Algolia’s Instant Search library alongside the Vue framework was used to provide an intuitive interface to quickly query and view results in a format that was suitable to the user's viewing preference. This was achieved by leveraging facets (Dynamic categories) that would update based on the users queries, inform users how many  results belonged in each category and allow users to refine results when selected.  ",[4396],{"type":53,"attrs":4397},{"color":15},{"type":68,"attrs":4399,"content":4400},{"textAlign":1932},[4401],{"text":4402,"type":50,"marks":4403},"This was further enhanced with Vue’s reactivity and the option to view results in a ‘list’ or ‘grid’ view style to seamlessly transition between viewing preferences. Finally Algolia’s state management was employed for page routing and pagination to provide users with a method of returning back to previously searched results as well as informing users on their current progress. ",[4404],{"type":53,"attrs":4405},{"color":15},{"_uid":2520,"label":2521,"content":4407,"component":1924,"defaultOpen":37},{"type":40,"content":4408},[4409,4418],{"type":68,"attrs":4410,"content":4411},{"textAlign":46},[4412],{"text":4413,"type":50,"marks":4414},"A big thank you to Effect and the team for all their hard work in getting this live! We're excited to see the new version up and running.",[4415],{"type":53,"attrs":4416},{"color":4417},"#434343",{"type":68,"attrs":4419,"content":4420},{"textAlign":46},[4421,4427],{"text":4422,"type":50,"marks":4423},"Freya Doggett, Digital Marketing Officer",[4424,4426],{"type":53,"attrs":4425},{"color":15},{"type":265},{"text":2531,"type":50,"marks":4428},[4429,4431],{"type":53,"attrs":4430},{"color":4417},{"type":265},{"_uid":2009,"title":4091,"plugin":309,"description":4105},[371],{"id":46,"alt":46,"name":15,"focus":46,"title":46,"filename":46,"copyright":46,"fieldtype":35,"meta_data":4435,"is_external_url":37},{},{"id":4437,"alt":15,"name":15,"focus":15,"title":15,"source":15,"filename":4438,"copyright":15,"fieldtype":35,"meta_data":4439,"is_external_url":37},156657848724356,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F288103441201316\u002F1600x1000\u002F4f8edaccd8\u002Fserpentine-hero.png",{},"serpentine-galleries-algolia-search","work\u002Fserpentine-galleries-algolia-search",70,[2550],"351feb67-094e-4a49-acd2-92b7e38c5de0","2026-03-19T16:00:25.009Z",[],{"name":4448,"created_at":4449,"published_at":4450,"updated_at":4451,"id":4452,"uuid":246,"content":4453,"slug":318,"full_slug":4599,"sort_by_date":46,"position":4600,"tag_list":4601,"is_startpage":37,"parent_id":2212,"meta_data":46,"group_id":4602,"first_published_at":4603,"release_id":46,"lang":325,"path":46,"alternates":4604,"default_full_slug":46,"translated_slugs":46},"London City Airport | How Effect Redesigned London City Airport's Digital Experience","2026-01-23T11:15:06.477Z","2026-04-23T15:39:56.271Z","2026-04-23T15:39:56.286Z",137123047367202,{"_uid":1854,"body":4454,"component":2007,"meta_fields":4589,"filterableTags":4592,"related_client":15,"primaryMediaMotion":4593,"primaryMediaStatic":4595},[4455,4461],{"_uid":1857,"brow":15,"tags":4456,"media":4458,"headline":4448,"component":1864,"subHeadline":4460},{"value":4457,"plugin":100},[],{"id":163,"alt":15,"name":15,"focus":15,"title":15,"source":15,"filename":164,"copyright":15,"fieldtype":35,"meta_data":4459,"is_external_url":37},{},"Taking Flight - Redesigning London City Airport's Website ",{"_uid":1867,"media":4462,"tiles":4463,"pattern":325,"component":1908,"accordions":4477},[],[4464,4467,4472],{"_uid":1871,"media":4465,"component":1876,"full_width":170},{"id":167,"alt":15,"name":15,"focus":15,"title":15,"source":15,"filename":168,"copyright":15,"fieldtype":35,"meta_data":4466,"is_external_url":37},{},{"_uid":1878,"media":4468,"component":1876,"full_width":170},{"id":4469,"alt":15,"name":15,"focus":15,"title":15,"source":15,"filename":4470,"copyright":15,"fieldtype":35,"meta_data":4471,"is_external_url":37},156311008616357,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F288103441201316\u002Fx\u002Fa3c2b2f113\u002Flcy-main-site-2.mp4",{},{"_uid":1884,"media":4473,"component":1876,"full_width":170},{"id":4474,"alt":15,"name":15,"focus":15,"title":15,"source":15,"filename":4475,"copyright":15,"fieldtype":35,"meta_data":4476,"is_external_url":37},156311008726952,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F288103441201316\u002Fx\u002F9af0766752\u002Flcy-main-site-3.mp4",{},[4478,4489,4508,4535,4570],{"_uid":1911,"label":1912,"content":4479,"component":1924,"defaultOpen":170},{"type":40,"content":4480},[4481],{"type":68,"attrs":4482,"content":4483},{"textAlign":46},[4484],{"text":4485,"type":50,"marks":4486},"London City Airport is one of the UK's most distinctive travel hubs, uniquely positioned in the heart of the capital and known for its speed, convenience, and premium feel. When the airport came to Effect, its digital presence wasn't keeping pace with its real-world reputation. We set out to change that — delivering a website that finally matched the experience of travelling through LCY itself. ",[4487],{"type":53,"attrs":4488},{"color":368},{"_uid":1926,"label":1927,"content":4490,"component":1924,"defaultOpen":37},{"type":40,"content":4491},[4492,4500],{"type":68,"attrs":4493,"content":4494},{"textAlign":1932},[4495],{"text":4496,"type":50,"marks":4497},"The existing website was falling short across the board. It struggled to serve its primary purpose — giving travellers the information they needed, when they needed it. It wasn't mobile-optimised, at a time when the majority of users were accessing it on the move. And it didn't reflect the core values that make LCY distinctive: efficiency, innovation, and a seamless travel experience. ",[4498],{"type":53,"attrs":4499},{"color":15},{"type":68,"attrs":4501,"content":4502},{"textAlign":1932},[4503],{"text":4504,"type":50,"marks":4505},"The airport needed more than a refresh. It needed a digital platform built from the ground up for the modern traveller. ",[4506],{"type":53,"attrs":4507},{"color":15},{"_uid":1956,"label":2502,"content":4509,"component":1924,"defaultOpen":37},{"type":40,"content":4510},[4511,4519,4527],{"type":68,"attrs":4512,"content":4513},{"textAlign":1932},[4514],{"text":4515,"type":50,"marks":4516},"We began with immersive discovery — working closely with stakeholders across the airport to understand how different audiences used the site and what they needed from it. That insight shaped everything that followed. ",[4517],{"type":53,"attrs":4518},{"color":15},{"type":68,"attrs":4520,"content":4521},{"textAlign":1932},[4522],{"text":4523,"type":50,"marks":4524},"The redesign prioritised the features travellers rely on most: live departures and arrivals, car parking, route maps, and real-time travel data — all delivered through a clean, intuitive interface built with mobile users front of mind. 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. ",[4525],{"type":53,"attrs":4526},{"color":15},{"type":68,"attrs":4528,"content":4529},{"textAlign":1932},[4530],{"text":4531,"type":50,"marks":4532},"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.",[4533],{"type":53,"attrs":4534},{"color":15},{"_uid":1969,"label":2511,"content":4536,"component":1924,"defaultOpen":37},{"type":40,"content":4537},[4538],{"type":2677,"content":4539},[4540,4550,4560],{"type":2617,"content":4541},[4542],{"type":68,"attrs":4543,"content":4544},{"textAlign":1932},[4545],{"text":4546,"type":50,"marks":4547},"Delivered a fully mobile-optimised website that significantly improved the experience for the majority of LCY's audience  ",[4548],{"type":53,"attrs":4549},{"color":15},{"type":2617,"content":4551},[4552],{"type":68,"attrs":4553,"content":4554},{"textAlign":1932},[4555],{"text":4556,"type":50,"marks":4557},"Live data integrations — departures & arrivals, waiting times, weather and timetables — gave travellers real-time information in one place for the first time  ",[4558],{"type":53,"attrs":4559},{"color":15},{"type":2617,"content":4561},[4562],{"type":68,"attrs":4563,"content":4564},{"textAlign":1932},[4565],{"text":4566,"type":50,"marks":4567},"A flexible CMS architecture future-proofed the platform, giving the LCY team full control to evolve and personalise the site independently ",[4568],{"type":53,"attrs":4569},{"color":15},{"_uid":1982,"label":2521,"content":4571,"component":1924,"defaultOpen":37},{"type":40,"content":4572},[4573,4581],{"type":68,"attrs":4574,"content":4575},{"textAlign":1932},[4576],{"text":4577,"type":50,"marks":4578},"\"Huge thanks to effect for their sheer hard work, creativity and professionalism.\"",[4579],{"type":53,"attrs":4580},{"color":15},{"type":68,"attrs":4582,"content":4583},{"textAlign":1932},[4584],{"text":4585,"type":50,"marks":4586},"- Dorota Zielinska, London City Airport",[4587],{"type":53,"attrs":4588},{"color":368},{"_uid":2009,"title":4590,"plugin":309,"description":4591},"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. Learn more online.",[82,88,90,603,810,815],{"id":46,"alt":46,"name":15,"focus":46,"title":46,"filename":46,"copyright":46,"fieldtype":35,"meta_data":4594,"is_external_url":37},{},{"id":4596,"alt":15,"name":15,"focus":15,"title":15,"source":15,"filename":4597,"copyright":15,"fieldtype":35,"meta_data":4598,"is_external_url":37},156312483266673,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F288103441201316\u002F817x818\u002F5712a607ee\u002Flcy-hero.png",{},"work\u002Flondon-city-airport",30,[],"bb10c50c-f639-4c80-8c5b-66b7f7fba39a","2026-03-18T16:37:14.450Z",[],{"name":4606,"created_at":4607,"published_at":4608,"updated_at":4609,"id":4610,"uuid":510,"content":4611,"slug":4750,"full_slug":4751,"sort_by_date":46,"position":1146,"tag_list":4752,"is_startpage":37,"parent_id":2212,"meta_data":46,"group_id":4753,"first_published_at":4754,"release_id":46,"lang":325,"path":46,"alternates":4755,"default_full_slug":46,"translated_slugs":46},"Serpentine Galleries | Launching Serpentine Reader: A New Digital Home for Long-Form Art Writing","2026-01-23T08:53:36.412Z","2026-04-23T14:56:52.934Z","2026-04-23T14:56:52.954Z",137088272044166,{"_uid":1854,"body":4612,"component":2007,"meta_fields":4740,"filterableTags":4743,"related_client":15,"primaryMediaMotion":4744,"primaryMediaStatic":4746},[4613,4620],{"_uid":1857,"brow":15,"tags":4614,"media":4616,"headline":4618,"component":1864,"subHeadline":4619},{"value":4615,"plugin":100},[],{"id":479,"alt":15,"name":15,"focus":15,"title":15,"source":15,"filename":480,"copyright":15,"fieldtype":35,"meta_data":4617,"is_external_url":37},{},"Serpentine Galleries | Launching Serpentine Reader: A New Digital Home for Long-Form Art Writin","From concept to launch, we built a bold digital publication platform for one of the world's most celebrated contemporary art institutions. 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The digital experience needed to hold its own alongside the print edition and reward readers who kept coming back. ",{"_uid":1956,"label":2502,"content":4668,"component":1924,"defaultOpen":37},{"type":40,"content":4669},[4670],{"type":68,"attrs":4671,"content":4672},{"textAlign":46},[4673],{"text":4674,"type":50},"Working as Serpentine's long-standing digital partner, we designed and built a mobile-first platform that gives Reader a bold identity of its own. 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House London is a unique organisation dedicated to deepening interest and understanding in Japan through its venue in Kensington, a rich cultural programme and a carefully curated retail offering.",[4825],{"type":53,"attrs":4826},{"color":15},{"text":2531,"type":50,"marks":4828},[4829],{"type":53,"attrs":4830},{"color":368},{"_uid":1926,"label":1927,"content":4832,"component":1924,"defaultOpen":37},{"type":40,"content":4833},[4834,4842],{"type":68,"attrs":4835,"content":4836},{"textAlign":46},[4837],{"text":4838,"type":50,"marks":4839},"Japan House London is a unique organisation dedicated to deepening interest and understanding in Japan through its venue in Kensington, a rich cultural programme and carefully curated retail offering. ",[4840],{"type":53,"attrs":4841},{"color":15},{"type":68,"attrs":4843,"content":4844},{"textAlign":1932},[4845],{"text":4846,"type":50,"marks":4847},"Additionally, the website looked to foster a profound connection with Japan and its cultures, inspiring partnerships, tourism, and cross-cultural exchange. Ultimately to position Japan House London as a trusted authority on Japan and a significant cultural institution, encouraging users to return for more, whether digitally or in person. ",[4848],{"type":53,"attrs":4849},{"color":15},{"_uid":1956,"label":2502,"content":4851,"component":1924,"defaultOpen":37},{"type":40,"content":4852},[4853,4861,4869,4877,4885,4893,4901,4909,4917],{"type":68,"attrs":4854,"content":4855},{"textAlign":46},[4856],{"text":4857,"type":50,"marks":4858},"To align our vision with Japan House London's goals, we conducted a series of discovery workshops. These collaborative sessions involved key stakeholders from Japan House London, allowing us to understand a broad range of objectives and how establish how the website played a pivotal role in achieving them.  ",[4859],{"type":53,"attrs":4860},{"color":15},{"type":68,"attrs":4862,"content":4863},{"textAlign":1932},[4864],{"text":4865,"type":50,"marks":4866},"Discovery workshops included goals & objectives, audiences, customer journey mapping, and content modeling. Conducted both on-site and remotely, we were able to get hand-on with the organisation to help them build an improved website for their audiences.",[4867],{"type":53,"attrs":4868},{"color":15},{"type":68,"attrs":4870,"content":4871},{"textAlign":1932},[4872],{"text":4873,"type":50,"marks":4874},"User testing and observations on the website’s IA, Information Architecture, were made to help establish how to position popular pages for a seamless customer journey. This allowed us to uncover best opportunities to serve key artifacts on the site and improve findability of vital content.  ",[4875],{"type":53,"attrs":4876},{"color":15},{"type":68,"attrs":4878,"content":4879},{"textAlign":1932},[4880],{"text":4881,"type":50,"marks":4882},"Recognising the importance of a harmonious user interface, we built out a visually stunning and intuitive design that complemented Japan House London's identity. By integrating our expertise with theirs, we ensured the interface not only met modern design standards but also resonated with the cultural essence Japan House London embodies.   ",[4883],{"type":53,"attrs":4884},{"color":15},{"type":68,"attrs":4886,"content":4887},{"textAlign":1932},[4888],{"text":4889,"type":50,"marks":4890},"We meticulously identified key features for enhancing the user experience. Our integration with Eventbrite event booking not only provided visitors access to events but also automated the synchronisation of event content from Eventbrite into WordPress. This connection streamlined housekeeping tasks, making it easier for Japan House London to manage and update events as they are added or changed. ",[4891],{"type":53,"attrs":4892},{"color":15},{"type":68,"attrs":4894,"content":4895},{"textAlign":1932},[4896],{"text":4897,"type":50,"marks":4898},"Ticket booking could directly take place on the website without the need to leave the platform, ensuring a smooth and uninterrupted booking experience.  ",[4899],{"type":53,"attrs":4900},{"color":15},{"type":68,"attrs":4902,"content":4903},{"textAlign":1932},[4904],{"text":4905,"type":50,"marks":4906},"Japan House London is also the home of Akira Restuarant, based which served visitors one of London’s finest Japanese dining experiences. With this, we provided the website a robust integration with OpenTable to allow for online table booking and reservations. ",[4907],{"type":53,"attrs":4908},{"color":15},{"type":68,"attrs":4910,"content":4911},{"textAlign":1932},[4912],{"text":4913,"type":50,"marks":4914},"The strategic choice of WordPress as the CMS was driven by its proven track record in providing a user-friendly and scalable content management solution. The integration with Gutenberg blocks within WordPress enhanced the overall ease of content management. These modular and user-friendly blocks allowed Japan House London to create and customise content layouts, facilitating a dynamic online presence. The drag-and-drop nature of Gutenberg blocks simplified the process, enabling the team to structure and update content with remarkable ease. ",[4915],{"type":53,"attrs":4916},{"color":15},{"type":68,"attrs":4918,"content":4919},{"textAlign":1932},[4920,4925],{"text":4921,"type":50,"marks":4922},"Powered by a sophisticated Laravel + WordPress backend, this played a pivotal role in establishing a powerful backend infrastructure, effortlessly handling data processing and business logic.",[4923],{"type":53,"attrs":4924},{"color":15},{"text":2531,"type":50,"marks":4926},[4927],{"type":53,"attrs":4928},{"color":368},{"_uid":1969,"label":2511,"content":4930,"component":1924,"defaultOpen":37},{"type":40,"content":4931},[4932,4940,4948],{"type":68,"attrs":4933,"content":4934},{"textAlign":46},[4935],{"text":4936,"type":50,"marks":4937},"The combined efforts of our team and Japan House London resulted in a visually stunning and user-friendly website that represents Japan House London's brand ethos and style. ",[4938],{"type":53,"attrs":4939},{"color":15},{"type":68,"attrs":4941,"content":4942},{"textAlign":1932},[4943],{"text":4944,"type":50,"marks":4945},"We remain dedicated to finding innovative ways to optimise the site further, ensuring it continues to performance at the highest of standards and remains relevant amongst todays trends. ",[4946],{"type":53,"attrs":4947},{"color":15},{"type":68,"attrs":4949,"content":4950},{"textAlign":1932},[4951],{"text":4952,"type":50,"marks":4953},"Our approach to stakeholder collaboration, strategic feature prioritisation, and ongoing support has delivered a digital platform that authentically represents Japan House London's cultural richness while meeting the diverse needs of its audience. ",[4954],{"type":53,"attrs":4955},{"color":15},{"_uid":2520,"label":2521,"content":4957,"component":1924,"defaultOpen":37},{"type":40,"content":4958},[4959,4964],{"type":68,"attrs":4960,"content":4961},{"textAlign":46},[4962],{"text":4963,"type":50},"\"We were instantly impressed with Effect’s attention to detail when pitching for the new JHL website development project. 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Between eight stabilised properties and two properties launching over the next year, they are one of the leading Build to Rent managers in the UK and have been featured in publications including Evening Standard Homes and Property, Elle Decoration UK, Dezeen, Design Anthology, Metro, AD Middle East and more.",{"_uid":1926,"label":1927,"content":5038,"component":1924,"defaultOpen":37},{"type":40,"content":5039},[5040,5048],{"type":68,"attrs":5041,"content":5042},{"textAlign":46},[5043],{"text":5044,"type":50,"marks":5045},"After launching two new flagship London developments at the end of 2023, Way of Life needed a creative approach to accelerate leasing for their Riverstone Heights property in Bromley-by-Bow. ",[5046],{"type":53,"attrs":5047},{"color":15},{"type":68,"attrs":5049,"content":5050},{"textAlign":1932},[5051,5056,5062],{"text":5052,"type":50,"marks":5053},"Faced with an oversaturated market and rising stock (January 2025 saw a 10% increase in stock on the market, but an 11% decrease in demand YOY ",[5054],{"type":53,"attrs":5055},{"color":15},{"text":5057,"type":50,"marks":5058},"Source: Rightmove",[5059,5061],{"type":53,"attrs":5060},{"color":15},{"type":2905},{"text":5063,"type":50,"marks":5064},"), and strict advertising restrictions, we executed Way of Life’s largest digital marketing campaign to date, blending performance marketing with property sector tools. ",[5065],{"type":53,"attrs":5066},{"color":15},{"_uid":1956,"label":2502,"content":5068,"component":1924,"defaultOpen":37},{"type":40,"content":5069},[5070,5088,5100,5132],{"type":68,"attrs":5071,"content":5072},{"textAlign":46},[5073,5078,5084],{"text":5074,"type":50,"marks":5075},"In addition to listing apartments on the UK’s favourite property portals, Rightmove and Zoopla, we executed paid media on Meta, PPC, Google Display, and YouTube. 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in a black dress and beret, smiling while looking out a window, hand raised as if waving. Elegant interior with framed art visible.",{"alt":5262,"title":15,"source":15,"copyright":15},{"_uid":3823,"media":5265,"component":1876,"full_width":37},{"id":5231,"alt":5266,"name":15,"focus":15,"title":15,"source":15,"filename":5233,"copyright":15,"fieldtype":35,"meta_data":5267,"is_external_url":37},"A woman in a dark dress waves excitedly through a window, with a man smiling beside her, both appearing cheerful and animated.",{"alt":5266,"title":15,"source":15,"copyright":15},{"_uid":3859,"media":5269,"component":1876,"full_width":170},{"id":677,"alt":15,"name":15,"focus":678,"title":15,"source":15,"filename":679,"copyright":15,"fieldtype":35,"meta_data":5270,"is_external_url":37},{"alt":15,"title":15,"source":15,"copyright":15},[5272,5283,5305,5376,5423],{"_uid":1911,"label":1912,"content":5273,"component":1924,"defaultOpen":170},{"type":40,"content":5274},[5275],{"type":68,"attrs":5276,"content":5277},{"textAlign":46},[5278],{"text":5279,"type":50,"marks":5280},"For over 135 years, The Savoy has represented the height of glamorous hospitality. As London’s first and most iconic luxury hotel, it has always attracted the most discerning and original of guests, becoming the place where fabulous stories unfold.",[5281],{"type":53,"attrs":5282},{"color":15},{"_uid":1926,"label":1927,"content":5284,"component":1924,"defaultOpen":37},{"type":40,"content":5285},[5286],{"type":68,"attrs":5287,"content":5288},{"textAlign":1932},[5289,5294,5300],{"text":5290,"type":50,"marks":5291},"To celebrate its legendary heritage whilst reinforcing its relevance for today’s discerning luxury traveller, The Savoy launched the",[5292],{"type":53,"attrs":5293},{"color":15},{"text":5295,"type":50,"marks":5296}," Originals",[5297,5299],{"type":53,"attrs":5298},{"color":15},{"type":2905},{"text":5301,"type":50,"marks":5302}," campaign - recreating iconic moments from the hotel’s past with modern-day Originals. ",[5303],{"type":53,"attrs":5304},{"color":15},{"_uid":1956,"label":2502,"content":5306,"component":1924,"defaultOpen":37},{"type":40,"content":5307},[5308,5330,5338,5357],{"type":68,"attrs":5309,"content":5310},{"textAlign":46},[5311,5316,5321,5326],{"text":5312,"type":50,"marks":5313},"Faced with a competitive luxury hospitality landscape, we sought to go beyond top-of-funnel awareness, transforming the",[5314],{"type":53,"attrs":5315},{"color":15},{"text":5295,"type":50,"marks":5317},[5318,5320],{"type":53,"attrs":5319},{"color":15},{"type":2905},{"text":5322,"type":50,"marks":5323}," into a full-funnel performance driver. Our objective became driving sales of hotel rooms & suites between September 2024 and January 2025, aiming for a ROAS of 10:1.",[5324],{"type":53,"attrs":5325},{"color":15},{"text":2531,"type":50,"marks":5327},[5328],{"type":53,"attrs":5329},{"color":368},{"type":68,"attrs":5331,"content":5332},{"textAlign":1932},[5333],{"text":5334,"type":50,"marks":5335},"Our strategic approach included a phased rollout of influencer-led content, driving traffic to a bespoke landing page that connected historical narratives with modern-day luxury experiences, all whilst harnessing first-party data to convert users to guests later down the line.  ",[5336],{"type":53,"attrs":5337},{"color":15},{"type":68,"attrs":5339,"content":5340},{"textAlign":1932},[5341,5346,5352],{"text":5342,"type":50,"marks":5343},"Each ",[5344],{"type":53,"attrs":5345},{"color":15},{"text":5347,"type":50,"marks":5348},"Originals ‘",[5349,5351],{"type":53,"attrs":5350},{"color":15},{"type":2905},{"text":5353,"type":50,"marks":5354},"Moment’ would run in paid social individually for three weeks, expanding the window of opportunity for the campaign to reach our target audience and maximising our retargeting pool potential. With our BAU prospecting campaigns already hard at work capturing in-market luxury travellers, we broadened our typical targeting to focus on a UK audience that would truly connect with this brand story.    ",[5355],{"type":53,"attrs":5356},{"color":15},{"type":68,"attrs":5358,"content":5359},{"textAlign":1932},[5360,5365,5371],{"text":5361,"type":50,"marks":5362},"From there, our retargeting campaign took over, serving users that engaged with the",[5363],{"type":53,"attrs":5364},{"color":15},{"text":5366,"type":50,"marks":5367}," Originals ",[5368,5370],{"type":53,"attrs":5369},{"color":15},{"type":2905},{"text":5372,"type":50,"marks":5373},"with messaging that drove them to explore The Savoy’s rooms and suites and book a stay. Users who didn’t book a stay after their initial touchpoints would continue their journey through further retargeting endeavours, discovering the full Savoy Experience beyond rooms and suites, including the restaurants, bars, and retail offerings. ",[5374],{"type":53,"attrs":5375},{"color":15},{"_uid":1969,"label":2511,"content":5377,"component":1924,"defaultOpen":37},{"type":40,"content":5378},[5379,5387,5406],{"type":68,"attrs":5380,"content":5381},{"textAlign":46},[5382],{"text":5383,"type":50,"marks":5384},"Taking UK luxury consumers on a stroll down memory lane did more than just resonate with our market and set Savoy apart from competitors - it ultimately proved its value by delivering on the bottom line.  ",[5385],{"type":53,"attrs":5386},{"color":15},{"type":68,"attrs":5388,"content":5389},{"textAlign":1932},[5390,5395,5401],{"text":5391,"type":50,"marks":5392},"When we harnessed the first-party data captured by the ",[5393],{"type":53,"attrs":5394},{"color":15},{"text":5396,"type":50,"marks":5397},"Originals ",[5398,5400],{"type":53,"attrs":5399},{"color":15},{"type":2905},{"text":5402,"type":50,"marks":5403},"campaign we drove an estimated ROAS of 35:1 – smashing our original 10:1 KPI. ",[5404],{"type":53,"attrs":5405},{"color":15},{"type":68,"attrs":5407,"content":5408},{"textAlign":1932},[5409,5414,5419],{"text":5410,"type":50,"marks":5411},"This campaign also outperformed Savoy’s previous BAU retargeting results, driving 170% more conversions at 86% less cost per conversion - and with 62% less media ",[5412],{"type":53,"attrs":5413},{"color":15},{"text":5415,"type":50,"marks":5416},"spend",[5417],{"type":53,"attrs":5418},{"color":368},{"text":3356,"type":50,"marks":5420},[5421],{"type":53,"attrs":5422},{"color":15},{"_uid":2520,"label":2521,"content":5424,"component":1924,"defaultOpen":37},{"type":40,"content":5425},[5426,5438],{"type":68,"attrs":5427,"content":5428},{"textAlign":46},[5429,5434],{"text":5430,"type":50,"marks":5431},"Olivia Smith, Digital Marketing Manager at The Savoy, says:",[5432],{"type":53,"attrs":5433},{"color":15},{"text":2531,"type":50,"marks":5435},[5436],{"type":53,"attrs":5437},{"color":368},{"type":68,"attrs":5439,"content":5440},{"textAlign":1932},[5441],{"text":5442,"type":50,"marks":5443},"“The Effect team have been fundamental to the success of our latest campaign, bringing strategic insights to the table at every step and creatively overcoming challenges as they arose. 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