Brisbane Airport launched Brisbane’s Best Bites to inspire audiences to consider the Brisbane Domestic Terminal as a dining destination, and to disrupt perceptions of limited and bland food offerings at the airport.

It achieved that with pizzazz in this impressive entry, which highlighted the range of new and existing outlets available to dine at when visiting the terminal, to increase sales and Passenger Spend Rates (PSRs).

The title purposely positioned the dishes among Brisbane’s best, rather than Brisbane Airport’s best, to showcase how the quality on offer matched or exceeded off-airport dining experiences.

The campaign worked to engage a variety of travellers, from those looking for a quick bite to those with more time to dine in one of the venues looking over the runway.

With several new F&B retailers opening just before the pandemic hit, the airport company needed a way to reintroduce the high-quality food offer available at the Domestic Terminal, increasing awareness of these tenants and their food offerings.

The campaign delivered strong results across social media and via influencers, with positive sales performance too. Domestic Terminal PSR rates climbed by +5% year-on-year in May, with total F&B sales up +12%, while the figures for June were up +3.8% and +5.3% respectively.