All consumer and business-to-business communications for the airport will now be branded Heathrow, rather than BAA, and will feature the strapline ‘Making every journey better'. The revamp has been overseen by BAA's marketing and insight director, Nick Adderley.
Because the Competition Commission is demanding that the company sell Gatwick, Stansted and either Edinburgh or Glasgow airports, BAA will no longer be used as a consumer brand.
BAA will launch its branding for Heathrow with an outdoor ad campaign breaking this week, created by incumbent agency Masius. The campaign will roll out across poster sites at the airport itself and digital screens on London Underground, with tentative plans to add radio and press executions.
The ads focus on how Heathrow's frequency of flights and number of destinations can benefit travellers, with a text on a white background accompanied by an image of a reunion between two people. One ad says: 'More flights. More often. Less time between goodbye and hello.'
Elsewhere, BAA has relaunched its WorldPoints customer magazine, Emporium, in a new smaller format, and the title will be made available to all consumers travelling through Heathrow.
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