On Monday, Gatwick Airport launched a social media contest called 'The X-ray Collection', which offered users the chance to guess products that had been photographed using the X-ray scanner at the London airport. The products scanned all come from Gatwick shops, such as Ted Baker, Aspinal of London, Fat Face and Harrods and have all been captured by esteemed photographer and film maker, Nick Veasey, who is renowned for using scientific equipment in his work to create unusual imagery.
The products scanned all come from Gatwick shops, such as ted Baker, Aspinal of London, Fat Face and Harrods
As each week begins, a different cropped image of an item photographed in the scanner will be uploaded and entrants will be asked to guess the item being photographed before it's revealed at the end of the week. Answers can either be posted as a comment on the Gatwick Airport Facebook page, or tweeted to @Gatwick_Airport using the #XrayCollection hashtag. The promotion will continue in this manner for the next eight weeks.
'Harrods' at Gatwick Airport
The campaign has been designed by Publicis Chemistry, an integrated agency with an emphasis on digital media, which is part of the Publicis Group. Publicis Chemistry also works on Gatwick's integrated retail and business to business account. David Prideaux, the executive creative director at Publicis Chemistry feels that the campaign manages to use the unusual aesthetics of the x-ray scanners “In an entertaining way, which will engage with Gatwick's social media users.” He feels that the competition is “A great way to involve consumers whilst showcasing the best that Gatwick retail has to offer.” Indeed, Gatwick has always prided itself on the breadth and quality of its shops and restaurants, with over 100 top retail outlets available to travellers in both Gatwick North and South terminals.
All participants who submit correct answers will be entered into a prize draw to win a £150 Gatwick shopping voucher
Each week, all participants who submit correct answers will be entered into a prize draw to win a £150 Gatwick shopping voucher, and at the end of the promotion, all correct answers will be put into a final prize draw for a £500 voucher and a Marylebone Tech Bag from Aspinal. Spencer Sheen, the head of retail at Gatwick, believes that Publicis Chemistry have done “A fantastic job in raising awareness” of the extensive retail offerings available at the airport, and he and his team are “Looking forward to seeing the guesses filter through.”
Official Publicis Chemistry Website
Benjamin Hiorns is a freelance writer from Kidderminster in the UK, who once bought a pair of jeans that were two sizes too big at Gatwick airport. To this day they remain his 'lounging jeans' of choice.
