Overcoming ‘PFT’ – Sydney Airport urges travellers to ease tensions in revamped Terminal 1

AUSTRALIA. A survey conducted by Sydney Airport Corporation (SACL) has revealed that one in four Australian travellers suffer from varying degrees of stress prior to flying, prompting a humorous new term to describe their experience: “˜pre-flight tension’ or “˜PFT’.

The research was conducted to obtain an insight into the mindset, concerns and behaviours of travellers. The survey involved a sample of 300 men and women aged between 18 and 59 in New South Wales, using both qualitative and quantitative methodologies.

To highlight the PFT condition SACL recently launched a million-dollar consumer advertising campaign, developed by creative agency Frost. It aims to encourage leisure travellers to arrive early to enjoy the new shopping and dining experience being offered.

To highlight the PFT condition, Sydney Airport has launched a advertising campaign developed by creative agency Frost

Australian CREATIVE, a leading B2B publication for creative professionals, said that the integrated campaign began with an unbranded two week teaser phase using radio, outdoor and online media, concluding in mid-June with launch advertisements for the airport’s new retail precinct, positioned as the ideal antidote to PFT.

Presented in a style similar to government health education campaigns, the teaser ads drive people to a microsite (www.easepft.com.au) for tips on easing pre-flight stress. Suggestions include planning for the airport as one would plan a holiday, allowing plenty of time by arriving early.

In some surprise findings it was revealed that the most common sufferers of PFT were those who travel more frequently, three to four times a year, as opposed to occasional travellers. One in four people experienced anxiety on the day of their flight; one in five of those begin to feel anxious up to an entire week before flying. Both men and women suffer from PFT, the majority of them (36%) 25 to 29 years old.

The survey identified several quirky and humourous “˜symptoms’ of PFT, including the newly coined ‘Obsessive Passport Disorder’ (OPD) which is characterised by constantly checking for passports and other important travel documents. Others believed PFT contributed to lapses in concentration with some amusing outcomes, Sydney Airport said.

PFT is said to cause around 38% of travellers to repack their bags up to three times prior to leaving for the airport. One woman reportedly ended up paying a A$90 excess luggage charge yet admitted to never wearing 90% of the clothing she had packed; another couple who were travelling to attend a formal occasion forgot their formal clothing altogether.

Many respondents were so obsessed with their flight time that they turned up to the airport on the wrong day

However, wardrobe malfunctions were not restricted to packing. Several respondents reported more severe cases of PFT – arriving at the airport in their pyjamas or slippers, or even wearing no shoes at all.

On the day of the flight OPD is one of the most common symptoms, with 41% admitting to checking for their passport at least two or three times prior to flying.

Even more travellers, around 55%, begin checking and re-checking flight times constantly before departure. Many admitted to being so obsessed with the flight time that they turned up at the airport on the wrong day. In one of the more extreme cases, a woman who inadvertently arrived at the airport a day early decided to sleep there overnight rather than risk being late the following day.

61% agreed that one of their greatest concerns was getting to the airport on time, and many respondents reported stressful experiences with taxis and other transport including being late, getting lost, having accidents, breaking down and even going to the wrong terminal.

For many the journey to the airport is a challenge with 48% thinking that they had neglected to pack something and 26% worrying that they had forgotten something, such as leaving a window open, leaving an iron turned on or locking the family pet inside.

Sydney Airport Corporation hopes that the new retail precinct will take the ‘T’ out of ‘PFT’

Several claimed they had become so stressed that they had forgotten to take their luggage and, in more extreme cases, left family members and other travelling companions behind. One man confessed that it wasn’t until he was almost at the airport that he realised he had forgotten his wife.

The microsite features a quiz to identify the kind of traveller you are. It will shortly launch two humorous films, bringing the PFT “˜condition’ to life, and these will also be seeded on YouTube.

The second phase of the campaign – announcing the revitalisation of the airport’s international terminal shopping zone – will include press, radio and online advertising and feature food & beverage, duty free and fashion executions.

In addition to the advertising work Frost created the new identity and environmental graphics for Sydney Airport’s retail precinct.

IMAGES OF THE NEW-LOOK TERMINAL 1 AT SYDNEY AIRPORT (PICTURES: JACK ATLEY/THE MOODIE REPORT)

Big brands such as MAC act as powerful drawcards at the front of the Nuance store

This evocative image captures perfectly the elegance of the fragrances & cosmetics department

A dedicated Tag Heuer boutique is one of the highlights of Nuance’s fine watches offer

The Forum (above, below): a powerful array of Australian and international names and an elegant relaxation and F&B area

World first: Lagardère Services Asia Pacific has opened the first Lonely Planet concept store

All that jazz: SSP recently unveiled the first-ever Montreux Jazz Café outside Switzerland in T1’s landside area

PUBLISHING SOON: “˜Delivering the Dream’, a special edition of The Moodie Report Print Edition dedicated to the T1 redevelopment, will be published in both print and digital format in coming days. It includes an extensive interview with Sydney Airport Corporation Limited (SACL) General Manager, Retail Derek Larsen, plus the views of some of SACL’s close business partners such as The Nuance Group, SSP, Delaware North, Billabong International, R.M. Williams, Valiram, Adventure Australia, Lagardère Services Asia Pacific and The Design Solution.

The magazine will feature extraordinary and exclusive pictorial coverage by Australia’s Press Photographer of the Year, Jack Atley, commissioned by The Moodie Report.

NOTE TO AIRPORT COMPANIES AND CONCESSIONAIRES: If you are not on our mailing list already and would like to receive a complimentary copy of this special report on an extraordinary project, simply e-mail Martin Moodie at Martin@TheMoodieReport.com, heading your e-mail ‘Sydney request’.