Security campaign cuts tonnes of airport waste

A new Manchester Airport campaign, aimed at raising awareness of the UK’s restriction on carrying liquids in passenger hand luggage, is helping to cut the airport’s waste disposal costs.

Jackie Neville, Head of Product Development for the airport, said: “Even though these restrictions have been in place for a year, a lack of awareness has meant that passengers have been surrendering bottles and liquids in their thousands. As a result tonnes of waste has been generated which costs us a great deal in disposal costs.”

The ‘Check before you check-in’ digital marketing campaign features on the airport’s website, digital signage network, outdoor posters in key transport locations, and direct mail. Characters dressed in life size costumes representing the water, sun cream, deodorant and perfume bottles in the campaign, parade through the check-in areas of the airport to discourage passengers from carrying liquids in their hand luggage.

“We’ve had a great response to the ‘Check before you check-in’ campaign developed by Pixel Inspiration,” added Jackie Neville. “The on screen animations have been popular with passengers waiting to check in which is our primary target for the campaign. Also bringing the characters to life enabled us to deliver a serious message in a fun way.”

Picture caption: Manchester Airport is cutting waste with the help of life-size cartoon characters.

27 August 2007