Uber X London Gatwick: You're Almost There

Today, I bring you a first-class example of airport advertising done right: Uber’s “You’re Almost There” campaign at London Gatwick, greeting bleary-eyed travellers the moment their feet hit the terminal floor. 

Let’s unpack this one together. (Luggage pun intended. You’re welcome.)

Developed by creative company Mother, the collection of 23 playful images spans over 2,500 placements across the airport. From baggage claim to exit routes, the campaign reminds passengers that whether they’re off to a wedding, reuniting with loved ones, or heading toward adventure, the last leg of their journey is just a tap away.

The campaign doesn’t just rely on catchy copy. It’s backed by real, tangible improvements to the airport experience. Uber pickup points have been moved to more convenient spots, and signage has been refreshed to make the handover from plane to car as seamless as possible. It’s a smart blend of brand visibility and customer care, with Uber positioning itself not just as a ride, but as a thoughtful travel companion.

Let's break down what makes the visuals so effective, from clean compositions and clever framing to how they strike a chord with diverse audiences.

Light on Luggage, Heavy on Impact

One of the most powerful aspects of the campaign is its visual restraint. Shot by renowned photographer Nick Meek, the images lean into Meek’s key style of simplicity. 

A mascara-stained tear. A dog’s nose peeking up at its favourite person. A statue’s unexpectedly cheeky derrière. These aren’t over-produced travel tropes; they’re everyday moments dialled up with charm and clarity. The kind of stuff that makes someone pause between duty-free and baggage claim and go: “Yep, that’s me.”

Brand Recognition That Hits Like a Push Notification

Visually, the campaign is unmistakably Uber. If you’ve ever opened the Uber app (which, let’s be honest, almost everyone probably has in an airport), the creative will feel instantly familiar. From the iconic journey line that appears throughout the creative to the text bubbles and Uber’s signature font that ties it all together.

The campaign borrows directly from the in-app experience with route lines, text bubbles, and fonts that users already know. Whether you’re opening the app or walking through Gatwick’s terminals, the message is unified: Uber is part of your journey.

Relatability and Emotional Impact

Travel is inherently emotional, and this campaign taps into that beautifully. Whether it’s the anticipation of seeing a loved one, the rush to make it to a special event, or the comfort of returning home, the scenarios feel universal.

Mother’s Executive Creative Director, Martin Rose, noted:

“Across the airport, in literally thousands of places, there are messages designed to generate a smile.”

It’s true, there’s a joy in the familiarity of these images. They don’t shout “advertisement.” They whisper, “We’ve been there too.” By focusing on relatable micro-moments instead of aspirational clichés, the campaign meets viewers where they are, both emotionally and physically.

Location-First Thinking

This campaign isn’t just easy on the eyes, it’s a case study in location-first thinking. With over 2,500 placements throughout Gatwick, including walls, corridors, airbridges, and pickup points, the creative is woven into the very fabric of the airport journey. Uber isn’t just showing up in Gatwick, they’ve made themselves part of the arrival experience.

The line “You’re Almost There” lands right when people are ready to hear it. After customs, before the chaos, when the Uber app is calling their name. Thanks to Uber’s work in refreshed wayfinding and better pickup points? That’s not just good creative, it’s a seamless transfer from ad to action.

With its charming visuals, grounded storytelling, and intuitive branding, “You’re Almost There” is more than a clever tagline, it’s a masterclass in how to speak to travelers in transition.

Uber can effectively communicate their key messaging - helping you reach your destination - in a fun and playful way. (Because with Uber, ‘You’re Almost There’). By combining practical enhancements with poetic storytelling, Uber has turned an everyday travel task into a warm brand moment, and one that will greet passengers every day until 2027.

Thinking About OOH? You Should Be Thinking About Airports

Uber’s Gatwick campaign isn’t just clever, it’s strategically in the right place. Airports are having a post-COVID glow-up, with global travel volumes soaring and passengers spending more time (and attention) in terminals than ever.

Travel is up across Australia, the UK, and the US, with flight numbers not just rebounding, but surpassing pre-2019 levels. I don’t want to get into a data spiral, but I will drop a few fun stats:

• In Australia, 47% of people are choosing travel over other luxuries.
• In the UK, 65% of flyers are flying more than pre-2019, and airport ads beat social in perceived quality.
• In the US, nearly 70% of business flyers say airport ads influence their purchases.

Impact is real. Nearly half of travellers who see airport ads go on to search for more info, and a third end up making a purchase.

For brands like Uber, it’s the perfect mix of visibility, emotional timing, and physical relevance. 

Plus, it doesn’t hurt that passengers are stuck in terminals for literal hours... staring at walls... just begging to be entertained.

Want the full breakdown? I wrote a love letter to airport OOH over here. It’s got charts, stats, and probably more puns. You’ve been warned →

Helping your campaign take off.

Running your own airport campaign doesn’t have to feel like navigating customs at 6am. I can help you:

• Browse and book inventory across airports, screens, cities, and more.
• Set your own budget (seriously, no minimums).
• Test, tweak, and launch without chasing media reps or filing paperwork in triplicate.

I’ll even help you pick the right placements based on who you want to reach and where they’re heading next. Think of me as your ad tech travel agent, but cuter.

So go ahead. Plan your campaign. Make someone smile. Show up in the right place, at the right time, with the right message.

I’ll handle the boarding pass.

Run your next OOH campaign →

‍

Credits

Brand: Uber
Campaign: You’re Almost There
Creative: Mother
Photography: Nick Meek

‍