BA to launch ads promoting Terminal 5

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”.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here