Earlier this week I caught a flight from Stansted Airport back to Northern Ireland. I first visited Stansted shortly after it opened in the early nineteen-nineties, when the vast £100,000,000 terminal was home to just a handful of airlines. Back then it was a delightful experience; a crystal clear navigational experience, with clean signage and spacious circulation spaces.
The plan was for Stansted to become London’s premier gateway, a true alternative to Heathrow and Gatwick, which could tempt the long haul airlines and passengers out into the Essex countryside. Then the ground beneath the aviation industry shifted, and it became instead a low-cost hub for budget airlines like Ryanair and Easyjet. Designed with the intention of making your passage through the airport as smooth as possible, Stansted was rapidly reconfigured to make your passage through the airport as expensive as possible. The airside lounge is a grotty and crowded retail hellhole, designed around the meandering line principle that if you expose passengers to the maximum possible surface area of shop frontages, they will eventually succomb and buy something.
Despite having three satellites (and a fourth under construction) departing passengers are bottle necked inside this cramped area in the main terminal until the hour or half hour before their departure. This is again to maximise their exposure to retail enlightenment rather than the relative tranquility of the satellite buildings.
Of particular amusement to me, spotted while waiting for my gate to be called, was this notice, applied in vinyl beneath the departure screens:
Stansted Airport does not verify the accuracy or completeness of this flight information which is supplied direct from your airline. The airport accepts no liability for any loss or damages suffered as a result of the reliance on such information which may later prove to be inaccurate or incomplete.
Departure information? Nah, this is just the departure information screen. Not our responsibility, mate…
Message to Icelandair management: give someone in your marketing department a pay rise.
You don’t need an expensive advertising agency or a degree in marketing to know that simplicity sells. And when you’re selling a country as breathtakingly beautiful as Iceland as a holiday destination, you don’t need any waffle for advertising copy. Put a picture of Iceland in the newspaper (albeit with some suspect pony-photoshopping, which I am willing to overlook) and a few lines about direct flights from Glasgow and a three night citybreak for £239, and I’m sold. As an American might say “what’s not to like?”