British Airways will launch a “live” ad campaign to promote Terminal 5 tomorrow (August 5) using up to date information on baggage reclaim and check-in times. It will aim to dispel negative perceptions of the £4.3bn terminal.
The ads, created by Bartle Bogle Hegarty will launch with the strapline “Terminal 5 is working” and has been created to address the widespread problems the terminal has faced since it opened earlier this year.
Executions will appear in print, online, outdoor, radio and also use direct marketing. There will be daily activity throughout August and September.
Teams on the ground in the terminal will collect metrics on indicators such as the length of time it takes customers to get through security, flight punctuality, baggage arrival times and how quickly a person can get from the plane to the arrivals hall. These will then be used, along with photography taken on the same day, for ads the following day.
BBH will work with the airline’s digital agency in the UK Agency.com, direct marketing agency Tullo Marshall Warren and media agency ZenithOptimedia on the campaign.
Katherine Whitton BA’s general manager for marketing says the campaign aims to reflect “genuine customer experiences on the aspects of the journey that research tells us are most important to them”.