BAA aims to clear confusion with ad campaign

Emily Pacey

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An advertising campaign from BAA features celebrities informing passengers what they can buy at the airport

BAA has created an advertising campaign intended to clear confusion about what you can and cannot buy at London Heathrow airport since the August 10 security alert. Two adverts, featuring television personalities Martyn Lewis, Colin McAllister and Justin Ryan, will play in 100,000 London taxis fitted with in-cab TVs. The adverts will also play on the Heathrow Express train and at the airport itself.

The first advert features former newsreader Martyn Lewis explaining how to prepare to go through the security checkpoints at the airport. The advert is intended to help reduce queuing at passport control.

A second, more upbeat film, stars TV presenters Collin McAllister and Justin Ryan, and tackles passengers’ confusion about what you are allowed to buy at airside shops. 

A BAA spokesperson told RavenFox.com: “The aim of the adverts is to reduce confusion and help our customers be better prepared. The main focus of both the adverts is that it is business as usual at BAA airports. We are one of the first retailers, either in the mainstream or the travel-retail markets, to enter the taxi-cab advertising arena.”

The campaign launches on December 18 and will run for 3-4 months.