Tesco Mobile is highlighting its absence of EU roaming charges in a new digital out-of-home campaign at some of the UK’s busiest airports.

Running for the next three weeks, the campaign will be featured across Gatwick, Stansted, Luton and Birmingham airports, as part of the network provider’s ongoing ‘It Pays to be Connected’ brand platform.

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Developed in partnership with creative agency BBH with EssenceMediacom, GroupM OOH, and DOOH.com, the ‘Summer roaming’ campaign uses live flight data to create digital countdowns with customised messages for each location.

Each ad emphasises activities that would typically be impossible without free roaming, such as “posting reels in real time” – unless, of course, you have Tesco Mobile.

Tesco Mobile Chief Customer Officer, Rachel Swift, said: : “We’re in the midst of a captivating summer of sport, music and entertainment and with so many families looking forward to travelling this summer, our campaign serves as a timely reminder that it pays to be connected with Tesco Mobile.

“No EU roaming fees means our customers can take their minutes, texts and data with them while they travel this summer; they won’t have to miss a moment.”

BBH London Creative Directors, Genevieve Gransden and Selma Ahmed, continued: “Airports are a hub for generic messages so it’s been really fun to bring data and creative together to make something that feels fresh and dynamic.

“By using live flight times we’re able to play off the idea of ‘FOMO’ with a real sense of urgency that makes the work stand out from everything else around it.”

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