BA magazine to promote Heathrow T5 retail offer

by Nicola Clark, Marketing 26-Mar-08, 08:44

LONDON - British Airways is to capitalise on the publicity surrounding Heathrow Airport's Terminal 5 with a dedicated magazine showcasing the site's retail experience.

The advertiser-funded title, created by Cedar Communications, has a circulation of 250,000 and has added several luxury advertisers to BA magazines, including Tiffany and Mulberry.

The title, which is currently a one-off trial, but may go quarterly, has a gatefold cover and focuses on travel, design, fashion and luxury products, with features on Paul Smith and Gordon Ramsay.

It will be mailed to all UK and Gold BA Premier Card holders and be available in First and Club World cabins and T5 lounges.

The terminal, which opens to the public this week, took 18 years to plan and build at a cost of £4.3bn. Housing 112 shops and eateries, including Harrods and Gordon Ramsay's Plane Food restaurant, T5 is exclusively for BA use.

The state-of-the art terminal will handle about 30m passengers a year, who will pass through a retail and leisure complex that is at the heart of the building's design (Marketing, 14 March).

T5 is being promoted as a key marketing opportunity, with 20 interior and nine exterior poster sites and 200 digital advertising locations. Visa is among the first brands to advertise there.