Costumed characters urge security awareness at Manchester Airport

Passengers flying from Manchester Airport are to be alerted to tighter security arrangements in the UK via a 'multi-channel communications campaign' which incorporates digital signs and costumed characters.

Last-minute jettisoning of valuable cosmetics has become commonplace as customers fail to realise the extent of restrictions on carrying liquid in hand luggage.

Manchester Airport alone disposes of over a ton of liquids such as sun cream and perfumes every day, authorities have reported.

In a bid to encourage passengers to "check before you check-in", the airport commissioned creative agency Pixel Inspiration to come up with a communications campaign to help passengers understand security regulations.

The project includes the erection of digital screens in the airport's Terminal 1 building, above the check-in desks, playing animated advertisements featuring 'characters' including water bottles, sun cream and deodorants.

To reinforce the message, Pixel Inspiration has even made human-size costumes for the 'characters' which actors walk around in.

Raising awareness is essential, Jackie Neville, head of product development at the airport, told Digital Signage Today.

"Even though these restrictions have been in place for a year a lack of awareness has meant that passengers have been surrendering bottles and liquids in their thousands," she said.