Gatwick Airport in London did some research with people about anxieties they might have before going on holiday. Turns out, travelers were concerned about showing up at the sun and sand… without a tan. So, their promotional folks worked out a deal with a tanning company to provide pre-boarding “spray-on tans,” right at the airport. For more, click here to see the story in this week’s Springwise, or see how Gatwick positioned it at their event landing page. (Note that this is not the only clever promotion that the airport has done, recently!)
Implications: Often, innovation is less a matter of coming up with something creative, and more a matter of paying attention.
Mike Anderson
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