Quick answer: TUI teamed up with Capital Breakfast and Global to rename London Gatwick’s North Terminal as the Jordan North Terminal for one day, combining live radio, airport experience, holiday giveaways and a major real-world brand stunt.
A Travel Campaign That Started on Air
TUI has partnered with Capital Breakfast with Jordan North, Chris Stark and Siân Welby to create a campaign that moved from a radio conversation into a real-world airport takeover.
The idea began after Jordan North returned from a summer holiday with TUI and the presenters invited listeners to suggest guerrilla marketing ideas that could help the show appear in the real world in big and unexpected ways.
One listener suggestion stood out: a Capital Breakfast takeover at London Gatwick’s North Terminal.
The Jordan North Terminal Is Born
That listener idea became the foundation for the Jordan North Terminal.
With support from TUI, Global, London Gatwick and EssenceMediacom, Gatwick’s North Terminal was renamed for one day, turning a playful on-air moment into an experiential travel activation.
The campaign brought TUI’s Gives You More proposition to life by giving listeners, winners and passengers a memorable airport experience before the holiday had even started.
Live Radio Meets Airport Experience
The campaign culminated with a live broadcast from London Gatwick.
During the show, holiday winners took part in a finale at the TUI check-in desks, where one lucky listener won £10,000.
This turned the airport into a live entertainment stage, combining the energy of radio with the anticipation of travel and the excitement of a major giveaway.
From Listener Suggestion to National Moment
One of the strongest parts of the campaign is how it allowed an audience idea to become the centre of the brand experience.
What started as a fun conversation on Capital Breakfast developed over several days, gathering momentum before becoming a real activation at one of the UK’s major airports.
This gave the campaign a sense of spontaneity and participation, making listeners feel involved in the journey from idea to execution.
Bringing “Gives You More” to Life
TUI designed the campaign to build buzz and brand consideration around its Gives You More proposition.
Rather than communicating the message through a conventional sponsorship or giveaway alone, the brand turned it into an evolving story with a physical outcome.
The result was an activation that connected directly to the holiday experience, adding surprise, entertainment and value before passengers had even boarded their flights.
Why the Airport Was the Perfect Stage
London Gatwick’s North Terminal gave the campaign a naturally relevant setting.
For a travel brand, the airport is not just a media location. It is part of the customer journey, filled with emotion, anticipation and holiday energy.
By renaming the terminal for a day, TUI transformed a familiar airport environment into a branded moment that felt connected to the excitement of going away.
A Multi-Platform Activation With Talkability
The campaign combined live broadcasting, storytelling, competition mechanics, airport branding and social content.
This multi-platform structure helped the idea grow beyond the physical terminal, giving audiences different ways to follow and engage with the moment.
It also allowed TUI to create a campaign that felt entertaining rather than transactional, building emotional association around the brand.
The Role of Media Creativity
WPP Media’s EssenceMediacom supported the campaign’s creation, planning and execution, working alongside TUI, Global and London Gatwick.
The campaign shows what can happen when brand strategy, media creativity and live storytelling align around one simple, playful idea.
Instead of buying attention through standard placements alone, the team created an event that people could hear, see, attend, share and remember.
Why This Campaign Works
The campaign works because it turns a media partnership into a real-world experience.
TUI did not simply sponsor a radio segment or run a holiday giveaway. It helped transform a listener suggestion into a live airport moment with scale, personality and emotional relevance.
By combining Capital Breakfast’s audience relationship, Gatwick’s travel environment and TUI’s holiday proposition, the Jordan North Terminal became a memorable example of experiential OOH built around participation and surprise.
What Marketers Can Learn From TUI and Capital Breakfast
- Strong media partnerships can turn audience participation into real-world brand experiences.
- Travel campaigns are more powerful when they activate inside the customer journey.
- Live radio can create momentum and storytelling before an experiential activation happens.
- Renaming a familiar location can turn a simple idea into a high-talkability moment.
- Brand propositions become more memorable when people can experience them physically.
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