Time Is of
the Essence
Brand marketing platform
It’s a familiar feeling, and it’s no coincidence it has given name to an idiom we’ve all heard before: “time flies when you’re having fun.” Sometimes, when we’re occupied by something, it really can feel like time flies by, leaving you wondering where it went. Copenhagen Airport is a place with a diverse set of visitors, each with their own destinations and their own expectations. But irrespective of whether travellers are headed for Boston or Bangkok, there’ll be a common denominator for their behaviour in the airport:
They’ll be looking up at the big screens to see when they have to go to their gate – and then they’ll be looking down on their small screens to check the time. Indeed, the airport is a place that revolves around time.
The Time Flies hero film
The hero film shot in Copenhagen Airport
But here’s the thing: When we’re in the airport, we shouldn’t feel anxious about the time or whether we’re in a rush to make it – and we shouldn’t be sitting idle around waiting either. No, at Copenhagen Airport, they believe that time spent there should be a time for fun, for relaxation, and for doing whatever feels just right – and they believe that waiting time should always equal quality time. It was with this philosophy in mind that First Wave got to work with Time Flies in Copenhagen Airport.
A comprehensive brand platform and campaign, Time Flies in Copenhagen Airport revolves around how time really can fly when you’re in the airport with good shopping, great food, and even better company – and your parking all sorted, too! It’s about reclaiming time and starting your journey off right by spending your time meaningfully. Copenhagen Airports wants to provide the passengers with an overview of their time and what options they have, in addition to making it easier for passengers to use digital services like the CPH app and the self-service options. And last, but certainly not least, they want to make the time spent before departing as nice, comfortable, and inviting as possible. In Copenhagen Airport, time spent should be time well spent.
Time Flies spots in Copenhagen Airport
Three examples of billboard displays advertising gift finding
Time Flies in Copenhagen Airport was launched with a complete 360 campaign and a new bespoke visual identity and included wayfinding spots in the passenger flow that generate traffic to the many exciting stores, bars, and restaurants that are found all over the airport. But more than anything, it serves as a platform for Copenhagen Airports that will provide the foundation for their marketing and communications for years to come when they’re reminding their millions of passengers to arrive in good time to get that perfect start that all journeys deserve. Because coming early is never a waste of time in the Danish capital’s prize-winning airport. Here, you can always find something nice to do while time passes as you wait for your flight. And you wont’ have to worry about being bored because, here, time doesn’t drag – no, time flies.
