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Gatwick Debuts The X-Ray Collection By Publicis Chemistry



X-ray Collection Campaign challenges users to identify products that have been put through an airport scanner

Gatwick Debuts The X-Ray Collection By Publicis Chemistry

Publicis Chemistry, the creative agency behind Gatwick Airport’s integrated retail and B2B campaigns, has created a fun and challenging competition, The X-ray Collection, to raise awareness of Gatwick’s retail offering across social platforms Facebook and Twitter.

The X-ray Collection campaign is kicking off Gatwick’s Spring season in style as social media users are challenged to identify products that have been put through an airport scanner. The products have been selected from across the broad retail offering at Gatwick which includes stores such as Aspinal of London, Fat Face, Ted Baker and Harrods.

The campaign, which is running for 8 weeks, was photographed by Nick Veasey who is internationally renowned for his X-ray art. It will show a cropped image of a product at the start of each week and encourage users to identify the item before it is revealed at the end of each week. The correct answers will be entered into a weekly prize draw to win a £150 Gatwick Shopping Voucher and all correct answers will also be rolled into a final prize draw for a £500 Gatwick Shopping Voucher and a Marylebone Tech Bag from Aspinal.

Spencer Sheen, Head of Retail at Gatwick Airport said: “We’re really excited to be launching The X-ray Collection. Publicis Chemistry has done a fantastic job to raise awareness of our extensive retail offering and we’re looking forward to the guesses to start filtering through.”

David Prideaux, Executive Creative Director at Publicis Chemistry said: “The creative uses airport X-ray scanners in an entertaining and unusual way which will engage with Gatwick’s social media users. The competition is a great way to involve consumers whilst showcasing the best that Gatwick retail has to offer.”


Title/Project: The X-ray Collection

Brief: Raise awareness of the retail offering at Gatwick

Agency: Publicis Chemistry

Agency contact: Claire Chapeyrou

Agency contact job title: Account Manager

Client name: Charlie Sayer

Client job title: Content Executive

Copywriter: James Allen

Art director: Amy Holman

Planner: Courtney Maywald

Photographer: Nick Veasey ( or


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Categories: Travel, Tourism

Publicis•Poke, Mon, 14 Apr 2014 15:25:37 GMT