In a bold and innovative marketing move, London Gatwick Airport has unveiled its ‘Sorry for the Convenience’ campaign, turning its exceptional efficiency into a tongue-in-cheek apology. This campaign aims to establish Gatwick as the epitome of efficient travel, highlighting its diverse and quick transportation options to and from the airport.
Gatwick’s ‘Sorry for the Convenience’ campaign cleverly plays on the airport’s remarkable efficiency, focusing on the diverse and quick transportation options available to and from the airport. The campaign highlights Gatwick’s fast security processes, wide selection of airlines, and numerous destinations, making it an attractive choice for travelers.
Aimed specifically at Londoners, the initiative showcases Gatwick’s easy connections to London and further afield, conveying this message effectively to make a significant impact. The promotional efforts will emphasize Gatwick’s excellent connectivity and operational efficiencies, including details about travel times by car and train, ample car parking facilities, and frequent train services, as well as premium services like expedited security and multiple airline choices.
Strategically located for London and southern England residents, Gatwick is investing £600,000 this year in enhancing surface access, including doubling the frequency of the Great Western Railway’s service between Gatwick and Reading. Travel from Gatwick to central London takes just 30 minutes, with trains departing every four minutes—mirroring the frequency of the London Underground. Convenient payment options like contactless and Oyster are available, and direct train services connect Gatwick with major cities like Brighton, Cambridge, Guildford, Southampton, and Reading.
The campaign also highlights a variety of official on-airport parking solutions, offering ease, flexibility, and choice—from short-term to valet parking. Upon arrival at the airport, about 95% of passengers pass through security in under five minutes, allowing them to enjoy excellent retail and dining options.
Simon Brady, Head of Marketing, London Gatwick, said: “Our campaign plays with the idea of London Gatwick apologising for being effortlessly efficient – something that we are incredibly proud of – with a very British twist. We know things may not always run completely smooth for every passenger every time, but we want to celebrate and promote the ease and efficiency of travelling into London Gatwick.
“We want to remind passengers and potential passengers of the many options to travel to London Gatwick efficiently. When you see how connected Gatwick is to London, and how quick the journey can be, we are the obvious choice for passengers in the region.”
The campaign features unique characters illustrated by Oliver & Graimes, a creative agency based in Brighton, showcased within London Gatwick’s new emblematic branding. In collaboration with Brighton’s media agency Arke, the campaign will appear across various platforms including video on demand (Sky AdSmart), social media, outdoor advertising (billboards and digital screens), Skyscanner, Uber, and more in the upcoming months.
London Gatwick is committed to its long-term development. Its application to routinely use the airport’s Northern Runway is currently under review by the Planning Inspectorate. This initiative aims to enhance operational resilience, minimize delays, and significantly contribute to both national and regional economies by promoting trade, tourism, and job creation.
