BA ad campaign promotes T5 turnaround

British Airways (BA) has embarked on a large advertising campaign to promote its turnaround of Heathrow Airport Terminal 5.

After a shaky start, the airline is marketing how well the terminal is now operating with taglines such as "Yesterday at T5 89 per cent of flights arrived on time", reports the Wall Street Journal.

BA's general manager of global marketing communications, Katherine Whitton, explained: "We wanted to go out with a campaign that doesn't set up big emotional promises."

The ads, which appeared in newspapers on Tuesday (August 5th), are real-life photographs of people at the terminal and, according to Ms Whitton, will go on to include statistics about delivered bags and check-in wait times.

Created by London ad agency BHH, the adverts are produced in a day so that they accurately reflect recent statistics and real people at the airport.

BA chief executive Willie Walsh recently told shareholders that T5's performance had "very significantly improved" and that he was regularly receiving letters of praise regarding its operations, reported Reuters.

Posted by Mike, 06 August 2008 17:04

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