BA counters negative T5 image with ad campaign
British Airways will launch a campaign to promote Terminal 5 today in a bid to counter the negative image it has carried since its chaotic opening in March.
The “Terminal 5 is working†campaign will photograph real people using the terminal and feature them in media adverts the next day.
The reportage style shoots will focus on the customer experience and show how the terminal is working through markers such as time it takes to get through security, flight punctuality, baggage arrival times and journeys through the terminal.
The 38-day campaign will appear across all media channels.
British Airways’ general manager for marketing communications Katherine Whitton, said: “This campaign isn’t about making big promises. The terminal has now been open for 131 days, more than six million people have travelled through it and it has been performing very well for some time. We are letting it speak for itself and reflecting genuine customer experiences on the aspects of the journey that research tells us are most important to them.â€
By Dinah Hatch
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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