The Knowledge Hub:
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Background

Winter travel campaigns traditionally involve predictable visuals of snowy landscapes or sun-kissed beaches, presented at peak booking periods. But when London City Airport partnered with Skyscanner Ads, we saw an opportunity to rewrite the rules. By combining precise audience insights with innovative storytelling and smart creative, we didn’t just follow the seasonal travel calendar; we reshaped it entirely. 

London City Airport set out with a clear goal: inspire travellers to dream of winter escapes and book their trips through LCY. The campaign aimed to put a spotlight on winter routes, targeting UK travellers ready to take action. Instead of simply promoting destinations, we crafted a campaign that made each getaway feel reachable, immediate, and packed with possibilities. The goal was not only to increase destination visibility but to position LCY as the ideal gateway for hassle-free winter escapes. 

In digital advertising, timing isn’t just important, it’s everything. And in travel, where customer journeys are dense with comparison, tabs, and distractions, showing up at the right moment can be the difference between a missed opportunity and a confirmed booking.  

That’s why Skyscanner have launched Booking Panel Ads: a mobile-first ad format designed to convert travellers at their highest intent. It gives your brand exclusive, premium visibility, not while they’re browsing, but when they’re ready to click ‘book’. This isn’t just about impressions. It’s about owning the moment that drives direct bookings. Whether you’re looking to shift Share of Voice, grow route-level visibility, or highlight your brand's benefits, Booking Panel Ads deliver the impact where it matters most. They’re built for performance, designed to differentiate, and ready to help your brand stand out for more than just price.