Sleepover: From Layover to Sleepover.
Airport Dimensions renamed its airport sleep pods Sleepover and pitched them as a new category, the sleep station, launching in Lima and then relaunching in Dubai and Doha.
- Brand
- Airport Dimensions
- Agency
- Without
- Market
- Peru, UAE, Qatar
- Region
- Global
- Year
- 2025
The challenge
The old brand, Sleep 'n Fly, had a weak identity and travellers didn't understand what it sold. With close to 11 million flight delays a year, the business needed a brand it could roll out across airports.
The idea
Branding agency Without positioned the pods as sleep stations, neither a lounge nor a hotel, where travellers can sleep for two hours or ten without leaving the airport. It named the brand Sleepover, drew sleepy animal mascots for ads, signage and wayfinding, set a night-sky palette and a calm 'sleep attendant' voice, and rebuilt the website. A toolkit lets each new airport launch from the same system.
Results
- According to The Drum Awards entry, website conversion rose 35% quarter on quarter and time on site nearly doubled.
- The entry says Instagram followers grew from 3k to 8k.
- The entry reports that Dubai Airports gave Sleepover its 'Excellence in Marketing Campaign and Brand Development Award' a month after launch.
Case study source: The Drum Awards Source ↗
Awards
- The Drum Awards for Marketing EMEA 2026 Bronze (Rebrand or Relaunch)
Credits
- Creative agency
- Without
- Global Marketing Director, Airport Dimensions
- Lauren Burrill
