Bloomberg in EMEA had to challenge clients’ and prospects’ preconception that Bloomberg is just a ‘TV channel’ or a ‘financial data provider’ by demonstrating the whole Bloomberg story to them. London is Bloomberg's second-biggest market globally by client base and is the gateway to international business with a further influential set of financial hubs across the continent.

LCY is a small airport which had a tired departures lounge and few amenities for business travelers. Bloomberg was approached regarding sponsorship, after seeing the space, the team saw an opportunity to create a living, breathing brand sponsorship concept which goes beyond traditional advertising and delivers practical value while fostering deep and prolonged engagement with Bloomberg's holistic brand proposition among its target demographic of international business/financial decision makers, existing and potential clients across the region.

In addition to audience, LCY and Bloomberg share a commitment to business growth and to making the lives of airport users easier via customer service. By 2023, LCY will operate up to 120,000 flights per year and welcome 6 million passengers. Bloomberg identified an opportunity to engage this growing audience in a new way while adding value to their travel experience and demonstrating the brand's local relevance.

The Bloomberg Hub at London City Airport (LCY) provides timely and relevant news, data and information within a technology-driven space. Bloomberg’s leading technology creates an interactive, energetic and functional space devised to make the business traveller’s journey more productive and enjoyable. Bloomberg identified an opportunity to engage the airport’s growing audience of existing and potential clients in a new way while adding value to their travel experience and demonstrating the brand's relevance.

Located at the entry point to pre-security, the Media Panel consists of six 4K UHD 55-inch digital screens. Branded visual content and contextual messages will greet all passengers as they approach security, tailored according to the time of day. The combined length of the Media Tickers creates one of the longest digital displays of its kind. It provides a dynamic stream of digital media, electronic data and visual information, split into two tickers. The Media Wall and heart of the Lounge is a vast, digital canvas comprised of 12 4K UHD monitors. Content includes market-moving news, analysis, dynamic data, rich promotional content, Bloomberg TV, and brand-aligned departure boards with live flight information. The 260 sq. meters Bloomberg branded lounge provides a business-friendly space for over 180 travellers. Distinct zones facilitate work, relaxation, networking and preparation for the day ahead.

The Bloomberg Hub and its campaign is Bloomberg’s biggest brand initiative, unique and highly innovative in its way as there has never been any other brand doing this kind of sponsorship project globally.

Numerous positive feedback from passengers through different channels: surveys, social media, PR, increase of passenger numbers at LCY, Wi-Fi registrants, increase of Bloomberg’s apps and photo booth usage.

Total page views of multimedia press release on Bloomberg Now: 6,198 (as of 22nd May). Third-most viewed post this year. Wi-Fi registrants until May 2014: 16,687 (of which 16,318 are new leads for Bloomberg), 20,379 registrants until June 2014

Impressed with the new @Bloomberg set up @LondonCityAir - it's come on leaps and bounds in a month when last here.

Quick wifi - charging sockets everywhere - comfy seats - this Bloomberg Hub @LondonCityAir is a brilliant addition to the airport.

Dear @LondonCityAir thank you for proving free wifi and copious amounts of power sockets. You make traveling much nicer! (Nick Stevens, 1,702 followers).

Great @BloombergNews sponsorship of @LondonCityAir Wifi and Lounge. Have downloaded the Bloomberg App as a result.

Loving the refit at @LondonCityAir especially the bright and bold news screens from @Bloomberg. #verysnazzy.

Admiring the Bloomberg area at London City on my way to Ibiza.

Love the new @BloombergNews section at @LondonCityAir! Right up my street.

LCY win Award for Best Airport in Europe and UK in 2014 and 2015