Using the strapline 'What's the word on T5?', the carrier's 'roving reporters' will ask customers how they feel about T5. Participants will be asked to select the word that best describes their mood from seven options: happy, excited, calm, impressed, frustrated, disappointed or angry.
As the data comes in, the weather seen through the terminal's windows on the site, and the accompanying music, will change to reflect each chosen mood.
, created by Agency.com, will be promoted through a press and online ad campaign, with executions targeting travel sites including and . Direct marketing activity will also encourage travellers to look out for the airline's researchers.
'As a premium service-driven organisation, we understand that we need to deliver not only the rational benefits of flying, but also engage our customers emotionally. The T5 experience is certainly doing this and we wanted to take the opportunity to share this with the wider public,' said Katherine Whitton, the airline's head of global marketing communications.
Whitton is to leave BA at the end of the year. Her replacement is yet to be appointed.
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