It’s easy for brands to get lost at ExCel, so to stand out, we went somewhere else. We took over London City Airport with a poster campaign that showed the diversity of patients that use GSK’s treatments for asthma and COPD, reflecting the diverse communities that make London so great. The posters took the delegates on a journey from the moment they stepped of the plane, through the airport, onto the DLR and finally to ERS at ExCel.

The posters themselves told how GSK helps patients Live Every Breath with the words ‘Inhale, Exhale’ acting as bookends to a Japanese Elvis, Gospel singer, gran bowling, an Indian bride and more, living their lives.

The campaign took over all advertising space at London City Airport for 5 days during the congress i.e. the arrivals lounge, walkways, luggage area, airport entrance, car park, the city icon and posters on the DLR.

Based on GSK’s presence at ERS and the welcome delegates received from the moment they stepped off the plane, over one third of HCPs ranked GSK as the leader in respiratory medicine.