London City Airport (LCY) faced a familiar challenge in a crowded market. As travel restrictions began to lift post-COVID, Londoners were ready to fly again — but habit, scale and familiarity continued to pull them towards the capital’s larger airports. LCY needed to reframe the conversation. Rather than competing on size or destination count, the opportunity lay in something far more powerful: experience. Courts partnered with London City Airport to reposition the airport not as a means to an end, but as the start of the holiday itself.
Reframing the problem
The challenge wasn’t awareness alone.
It was perception.
London City Airport offers a calmer, faster and more considered travel experience — but that advantage was often overlooked in favour of bigger, better-known alternatives. At a moment when travellers were craving ease, reassurance and enjoyment, LCY had something genuinely distinctive to offer.
The task was to make people feel that difference — emotionally and instinctively — before they booked.
Our strategy centred on a single, relatable insight: If the journey feels like a chore, the holiday hasn’t really started.
From that came the campaign idea: Love the airport as much as your holiday
Rather than focusing on logistics or functionality, the creative celebrated how LCY makes travel feel lighter, calmer and more enjoyable — positioning the airport as an extension of the holiday mindset, not a hurdle to endure.
