London City Airport acts as a uk business powerhouse, sporting entrance to gate times as low as 20 minutes, business people needing to travel for meetings turn to this central hub for all their work needs. The airport wanted to diversify their clientele and appeal to more everyday luxury holiday goers, looking to spend the extra cash to speed up their journey times.

London City Airport’s main weakness is their limited roster of connections, as a result the immediate focus was to begin shouting about where you could go, and how fast you could get there. The slogan “Minutes Matter” was chosen to reflect that even when dealing with something as long winded as air travel, LCYs offering reduces the timeframe to minutes rather than hours. The visual touch-stones were a series of composited images, the foregrounds of which showed the hustle and bustle of London streets, the iconic red buses blazing past at high speeds, backed up with skyline staples of the destination cities, those for this campaign being, Barcelona, Berlin, Amsterdam and Rome.