BAA uses ads to restore public image

Beleagured airport operator the British Aiport Authority is launching an advertising campaign to highlight its facilities and the work it is doing to improve passenger conditions. The push comes as the Competition Commission prepares to rule on whether BAA’s monopoly should be broken up.

The campaign uses the strapline “to fly for” and highlights the benefits of the range of services on offer at BAA airports, which include Gatwick and Heathrow and improvement work. The campaign aims to create “a sense of anticipation” for passengers around their next trip, reminding passengers of its airport shops.

It will run across radio, outdoor, press and on-airport activity in the UK and a six-week TV push in Scotland.

Work has been created by Publicis Groupe-owned Masius, with media planning and buying conducted by Carat.

BAA owns Heathrow, Stanstead and Gatwick airports in the London area and Edinburgh, Aberdeen and Glasgow airports in Scotland.


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