NEWS ANALYSIS: ONE TOO MANY CAMPAIGN
Progress on OTM campaign while industry awaits judgement on alcohol licensing law
There’s no getting past the disproportionate effect even one passenger can have on a full flight or busy airport, says the UK Travel Retail Forum. However, the Forum is inclined to agree with the European Travel Retail Confederation, which says that the ‘right to fly and buy’ should be enshrined in legislation to allow passengers to board a plane with their duty free liquor purchases. Charlotte Turner reports.
A
s reported in September, the UK Travel Retail Forum (UKTRF) announced a
decline in the number of arrests caused by disruptive passenger behaviour since it launched the ‘One Too Many’ campaign in July 2018. François Bourienne, Chair, UKTRF
said he was encouraged by the findings: “It is promising to see a decline in the number of arrests caused by disruptive passenger behaviour since the One Too Many campaign made its debut. “We aren’t surprised by these
results as many of our campaign partner airports have reported an individual decrease in the number of disruptive passenger incidents since the campaign began, even as passenger numbers have continued to rise across the UK.” The One Too Many campaign
was launched with other trade association partners – the Airport Operators Association, International Air Transport Association and Airlines UK – in response to growing public and Government concern over disruptive passengers in the UK. Communicating directly with
passengers through a physical presence in 19 airports and via a targeted social media strategy, the One Too Many campaign stresses the strong consequences for disruptive behaviour and warns against missing a holiday or travel experience as a result. “When we launched the campaign
in the summer of 2018 we started with 10 airports,” Bourienne explained to TRBusiness. “A year on we have doubled in size
with 20 UK airports displaying One Too Many signage in concourses,
OCTOBER 2019
A 10am alcohol ban would be restricting freedom for the majority of passengers, says the UKTRF’s François Bourienne.
retail outlets and bars.”
Strong backing The latest airports to join the campaign include Bournemouth, Exeter and Norwich, part of the Regional & City Airports Group, and Doncaster Sheffield Airport. They join major UK airports such as Manchester Airport Group, Heathrow, Belfast International, AGS Airports, Birmingham and Gatwick. “The success of One Too Many
may lie in its simplicity,” adds the UKTRF. “Physical signage follows a distinctive, easy to recognise colour scheme and format, and the campaign builds on its creative collection of imagery with each seasonal iteration of the campaign. “Thanks to this ‘slow and steady’
approach, the campaign has reached users over 10 million times through social media, with the latest round of Summer 2019 advertising showing up on 3.28m screens over June, July
and August.” The campaign has been recognised
at government level, with each seasonal iteration receiving the vocal support of the Aviation Minister. One Too Many has also been featured in the Government’s Aviation 2050: the future of UK aviation Green Paper as an example of the industry identifying an issue and working constructively to address it. Mainstream media have started to
take note too, with One Too Many featuring in the New York Times, The Daily Telegraph, the Mail Online and
“It is promising to see a decline in the number of arrests caused by disruptive passenger behaviour since the One Too Many campaign made its debut.”
François Bourienne, Chair, UK Travel Retail Forum
TRBUSINESS 41
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