25 June 2009

BAA in Heathrow brand campaign

A brand advertising campaign for Heathrow is being launched by owner BAA in an effort to make the airport ‘Europe’s hub of choice’.

All communications for the airport will be branded Heathrow and feature the strapline ‘Making every journey better'.

The aim is to highlight how the airport’s investments and improvements will bring real benefits to passengers as well as key internal and external stakeholders, fostering brand loyalty and recognition worldwide, BAA said.

"A key focus will be Heathrow’s frequent and direct global connections and the vibrant shopping and eating experience," said the company.

An outdoor advertising campaign will feature across poster sites at the airport, on digital screens on London Underground and major train stations. Advertising supplements are also due to appear in publications targeted at high end and frequent flyers.

BAA marketing and insight director Nick Adderley said: "Brand Heathrow is about creating real understanding amongst our audiences as to why they should fly through our airport.

"We are proud of what we do well, but also recognise that we must continuously improve.

"The strapline ‘Making every journey better’ not only communicates our commitment to making passengers’ experience of Heathrow better than the last but provides a benchmark to justify each improvement."

by Phil Davies