BA unveils digital push for Terminal 5 launch

British Airways is gearing up for the launch of Terminal Five at Heathrow with an integrated campaign designed to introduce a “step change” in passenger behaviour.

Agency.com, BA’s digital agency, has created a microsite – www.terminal5.ba.com – providing information for travellers, and is developing an online tool that will enable customers to plan their journey to, from and through Terminal 5.

The airline is contacting all regular fliers and all passengers booked on its flights as part of the e-mail campaign, created by Tullo Marshall Warren, to make sure they are aware of the changes that will come into force when the terminal opens on March 27.

It is also running a trade campaign to raise awareness of the impact of the new terminal’s opening.

BA says it wants to get 80% of passengers to check in online or at automated kiosks at the airport. A spokeswoman says: “The campaign is designed to educate people that we are moving and to try and change the way things are done at the terminal.

“The design and technology means that it will take only ten minutes from going into the building to clearing security.”

The bulk of BA’s services will fly from Terminal Five once it is open, although some services will use other terminals until 2010.

Other airlines’ services will not be affected by the new facility opening. Airport owner BAA will operate the new terminal.

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