Our regular feature, brought to you in association with Duty Free Global from Ireland, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
USA. Today’s selection comes from LaGuardia Gateway Partners (LGP), introducing its Terminal Bee holiday campaign to enhance the traveller experience in New York LaGuardia Airport Terminal B during the peak holiday travel season.
The campaign features a custom-developed character, created to guide travellers through the terminal, and adds a playful and enjoyable element to the overall airport experience.
Terminal Bee is featured on advertising signage, the terminal website, social media, cocktail napkins at bars and more, offering tips and promoting shopping and dining options.
LaGuardia Gateway Partners CEO Suzette Noble said: “At LaGuardia Airport Terminal B, our chief objective is delivering an exceptional guest experience each and every day. To that end, we are excited to introduce Terminal Bee to travellers and our terminal community.
“In Terminal Bee, passengers will find a witty, charming and optimistic ambassador offering helpful travel hacks and reminding you to ‘Take it Beezy’, his catchphrase that aptly reflects the stress-free travel journey customers have come to expect when flying in and out of Terminal B.”
LGP teamed up with their advertising and design agency Girardville Miners Cooperative to conceptualise Terminal Bee, with renowned character developer Pat Giles from Danger Pigeon Studios bringing the character to life.
Girardville Miners’ Cooperative President Brian Flatow said: “This has been an amazing opportunity to bring the Terminal B brand to life through a character that’s at once a fellow traveller, terminal ambassador and friendly face that can take the stress out of any situation with a helpful hint, a point in the right direction, and some timely words of wisdom.”
Danger Pigeon Chief Creative Officer Pat Giles added: “Creating a relevant, strategically grounded brand avatar that resonates with an audience is not easy.
“We worked closely with the LGP and Miners’ Cooperative team, through their process, to build this character from the inside out. We know him well now, so it is going to be cool slowly revealing him to the public more and more.” ✈
