To understand how and where Mr Adventure could relieve pain points, we undertook a journey mapping exercise to understand where families are likely to feel stressed. This began right from the moment of packing through to getting on the aircraft and on the return journey. We also dug into the causes for this stress, enabling us to create mini briefs that could overcome this tension. For instance, we knew security created great uncertainty and intimidation for children as their bags were scanned and they walked through the scary metal archway.

We created a series of entertaining Mr Adventure stories for children to watch pre and during their journey. Each story highlighted a moment in the journey, allowing kids to follow Mr Adventure along their journey, experiencing everything Mr Adventure experienced.

We continued Mr Adventure into the airport where he became a visual reassurance and guide through the process.

A series of entertaining Mr Adventure stories for children to watch pre and during their journey were released on Youtube over a 2 month period, where we drove traffic from CRM using our database to identify parents about to fly. With the second largest demographic on Instagram being 30-49 year olds, this channel provided a second visually engaging platform for parents to play the stories.

Each story highlighted a moment in the journey, allowing kids to follow Mr Adventure along their journey.

During the same period we introduced Mr Adventure into the airport where he became a visual reassurance and guide. Mr Adventure was positioned at key stress points previously identified in a passenger journey study.

He is visible in family signage and way-finding, in play areas and signifies kids food and beverage promotions. You can even get a photo with Mr Adventure in Terminal on special occasions like Easter.

Heathrow really got behind Mr Adventure, seeing it as the perfect way to engage, entertain and support families. As a result,Mr Adventure gained more visibility within the airport, using media placements to promote our character and becoming the face of offers such as Kids Eat Free. This gained Heathrow a 200% increase in family engagement.

A Rewards e-mails, which featured Mr Adventure as the hero, was opened 750,000 times, using a creative and CTA for users to click through onto the events page.

We created x6 30” animations covering different chapters in the Heathrow story. To date the videos have been watched 500,000 times.

We gained PR coverage from publications such as TimeOut, Airport World and PR Week.

Retailers also came onboard, WHSmith stocking the books in store and also creating their own Mr Adventure mugs. This created a consistent end-to-end journey for families travelling through the airport.