Case Study
Uber x London Gatwick
A new sponsorship partner for London Gatwick
London Gatwick was seeking to secure a new long-term sponsorship partner for its iconic Jet Bridges.
Client
Uber
Service
PHAR's Solution
PHAR was appointed by London Gatwick to advise on how to package and market the brand sponsorship opportunity. Understanding the evolving landscape of airport sponsorship and the changing attitudes of brands, we recognised the need for a more integrated, partner-led approach to the asset to secure a long-term sponsorship partner. We created tailored marketing materials and engaged with our network of C-Suite decision makers to assess the appetite for the opportunity through site visit invitations. This proactive strategy included showcasing the potential for creative airport sponsorship. We created a competitive bid process for the opportunity, leading to multiple offers from the market.
The Result
Uber was secured as the winning bidder in a long-term integrated brand sponsorship. Alongside the airport sponsorship rights, Uber will implement significant enhancements to the passenger experience for its users. This includes improved directional signage pointing passengers towards new dedicated, branded pick-up points in each of London Gatwick’s terminals. PHAR's innovative approach to airport sponsorship ensured that London Gatwick received not only a new revenue stream but also a brand partner committed to enhancing the overall passenger experience. This brand sponsorship highlights PHAR's expertise in managing large-scale airport sponsorship projects.
