Leading health and nutrition brand, Protein Works, has teamed up with its local neighbours, Liverpool John Lennon Airport, to launch a passenger activation aiming to tackle one of travel’s most overlooked challenges: dehydration.
The activation was designed to combat the so-called “post-holiday crash” with new research revealing that more than three-quarters of Brits (76%) feel they need another holiday just to recover from their trip.
Over half (53%) report tiredness on return, 16% feel rundown, and only 8% feel truly refreshed – all symptoms often linked to dehydration.
To mark the end of summer, Protein Works transformed the baggage reclaim hall at Liverpool John Lennon Airport into an immersive hydration hub, engaging directly with inbound passengers. The activation provided both an educational touchpoint and an exciting product sampling opportunity.
Nichol Callaghan, Digital Director at Protein Works, comments on the activation:
“We all know that feeling when you’re waiting at the baggage reclaim, exhausted after a flight, and just trying to get back into the swing of things at home. That’s exactly where we wanted to be — meeting travellers at the point they really needed a boost.
“By bringing a bit of energy, education and hydration straight to the belt, we hoped to help people shake off that post-travel slump and keep their wellness journey going, even after they left the airport. Our partnership with Liverpool Airport provided the chance to speak directly to travellers and educate them and we did just that.”
Protein Works helped holidaymakers reclaim their baggage and hydration post-holiday
The activation was part of Eye Airports’ “Local Heroes” initiative at Liverpool John Lennon Airport, which champions regional businesses and communities across the Northwest.
On the day, hundreds of passengers returning from two of the airport’s busiest summer routes – Ibiza and Madrid – were greeted by Protein Works hydration experts who educated them on the importance of hydration and let them in on one of the best ways to maintain their holiday wellness – electrolytes.
Numerous passengers arriving back into the airport, when talking to the experts at Protein Works, recalled showing signs of dehydration, detailing how they had “lots of headaches” and how they even felt “a bit lethargic”.
So, to help with this and take it one step further, Protein Works generously gifted travellers Genesis Advanced Hydration – a zero-sugar, plant-based electrolyte blend designed to rehydrate, fight fatigue, and sharpen focus – allowing passengers to reclaim both their baggage and their hydration and return home feeling as recharged as they should after a holiday.
Kyle Crowley, registered nutritionist and Chief Product Officer at Protein Works, comments:
“Electrolytes play a key role in keeping your body hydrated and your muscles and nerves working properly. When you sweat or become dehydrated, especially in hot or humid climates, you lose both water and essential minerals [1]. If they’re not replaced, you can end up feeling weak, sick, and having headaches [2]. That’s why this collaboration was so important for us. We want our community to understand their bodies and their needs, so they can avoid crashing out. We have a real goal to educate people on wellness, and how people can use nutrition as a tool to enhance and elevate their everyday well-being.”
Rachel Davies, managing director at Eye Airports, advertising partner at Liverpool John Lennon Airport, adds:
“This activation perfectly shows how local partnerships can make a real difference: our passengers benefit from a welcome boost, while regional businesses get the spotlight they deserve. Through Eye Airports ‘local Heroes’ programme, we’re proud to support local companies like Protein Works to create meaningful experiences that leave a positive impact on both travellers and the wider Northwest community.”
“Liverpool John Lennon’s passengers and the local business community are at the heart of everything we do. Our mission is not only about finding the perfect advertising platform for our clients but also to add surprise and delight for the passengers, and this promotion certainly achieved that.”
