360º brand campaign

BAA are the world’s leading airport company, managing several airports, terminals, airport shops, restaurants, security, customer services, car parks/rental and the Heathrow Express rail service. Heathrow is the flagship airport and the main goal is to make it Europe’s hub of choice, plus enhance perceptions of the improved services it offers. BAA are such a multifaceted organisation that brand consistency must be ensured whilst reflecting the personality and common brand values through a singleminded, memorable initiative that retailers and consumers would get behind.

A simple insight was established – the airport shouldn’t try to compete with your holiday, other kinds of entertainment or shopping; rather, it should be the ‘best part of getting where you want to be’. This experience is captured in the phrases linked to either BAA – 'to fly for' and Heathrow – 'Making every journey better'.

A full set of guidelines was created for internal and external use, and became the basis for a continuing campaign in press, poster, digital, film, direct mail plus merchandising on/off airport, for both business and consumer audiences.