British Airways takes 'Terminal 5 is working' campaign online

by Fiona Ramsay, Marketing 20-Nov-08, 09:35

LONDON - BA is launching a dedicated website showing how travellers are enjoying Terminal 5 at Heathrow. The site will feature real-time content as consumers share their experiences of the airline's hub.

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.

The website, created by Agency.com, will be promoted through a press and online ad campaign, with executions targeting travel sites including Heathrow Express and Thetrainline.com. 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.

Comments

Harry Cichy - 20/11/2008

BA T5 working campaign online. Its a great pity BA did not get it right, at the opening of T5. All this effort to prove, that BA T5 is working, is a bit like bolting the door after the 'Horse' has got out . No amount of campaign's by British Airways are going to remove the title of that is BA T5: 'Cock Up' that was, the opening of Terminal 5 in 2008. For those users that had there travel arrangements in ruins by the BA Terminal 5 Fiasco. I propose that British Airways should send their customer a 'Free Flight Voucher'. Over to you Willie Walsh.

NH - 20/11/2008

not sure about the long-term credentials of this campaign - isn't it the minimum requirement?

Dan Bye - 20/11/2008

i am loving the logo lock-up is "BA Terminal 5 is working" I hope that the agency made this dynamic so it will indicate when it isn't.... this isn't marketing it is an ill conceived PR campaign