As UK airports prepare to implement the Next Generation Security process starting in Summer 2024, London Luton Airport faced the challenge of effectively communicating these changes to millions of passengers. The new procedures, while designed to enhance security and streamline the passenger experience, required clear, engaging, and easily digestible communication. Our task was to create a video walkthrough that would educate passengers on how to prepare for the new process, reduce stress and confusion, and ensure a smooth transition through security.
Luton Airport Next Generation Security Films
The Challenge.
The Solution.
We approached this project with a clear objective: to craft a visual narrative that not only informed passengers but also eased their anxiety about the upcoming changes. Our creative strategy centered around the concept of "BAG, TRAY, GO!"—a simple and memorable phrase designed to stick with traveler's as they navigate through the new security process.
The video begins with a warm, welcoming introduction from a friendly airport team member, setting a positive tone from the outset. We then guide viewers through each step of the security process, from organising their belongings before entering security to passing through the screening area with confidence. The film emphasises the simplicity of the new procedures, highlighting key changes like the allowance of full-size liquids and the removal of the need for clear plastic bags.
Through a mix of to-camera presentations and voiceovers, the video reassures passengers that the new system is designed to be as smooth and efficient as possible. We used close-up shots to demonstrate the steps clearly, and wide shots to showcase the overall environment, making the information both practical and relatable.
The final segments of the video shift focus to the post-security experience, encouraging passengers to relax and enjoy the amenities in the departure lounge. This holistic approach ensures that passengers feel prepared and positive about their journey, from the moment they enter security to the moment they board their flight.
"Working on this project was an exciting opportunity to blend creative storytelling with practical information, ensuring passengers feel both informed and at ease with the new security procedures. Our goal was to make the process as intuitive and stress-free as possible, and I'm incredibly proud of how our team brought this vision to life."
Alex Lawrence, Director and Chief Creative Officer | Clearhead
