British Airways will launch a campaign to promote Terminal 5 today in a bid to counter the negative image it has carried since its chaotic opening in March.
The “Terminal 5 is working†campaign will photograph real people using the terminal and feature them in media adverts the next day.
The reportage style shoots will focus on the customer experience and show how the terminal is working through markers such as time it takes to get through security, flight punctuality, baggage arrival times and journeys through the terminal.
The 38-day campaign will appear across all media channels.
British Airways’ general manager for marketing communications Katherine Whitton, said: “This campaign isn’t about making big promises. The terminal has now been open for 131 days, more than six million people have travelled through it and it has been performing very well for some time. We are letting it speak for itself and reflecting genuine customer experiences on the aspects of the journey that research tells us are most important to them.â€
By Dinah Hatch
