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New BAA campaign highlights retail offer at UK airportsNew BAA campaign highlights retail offer at UK airports
Andrew Pentol
30-Jun-2008
The national “To Fly For” multimedia advertising campaign focuses on the passenger experience at BAA’s seven UK airports
BAA has launched a new multimedia advertising campaign—supported by radio, outdoor, press and on-airport advertising—highlighting the offer to passengers across its seven UK airports. With the tag line “To Fly For”, the campaign outlines the benefits of the range of services, shops, bars and restaurants and supports the continuing work to improve the experience of passengers at BAA airports.
In Scotland the campaign will also be delivered through a six-week long television advertising campaign on STV, Channel Four and Five. “The advert will appear in a broad spectrum of programming including Coronation Street, The Bill, Emmerdale and Big Brother.
The campaign—including the television advertisements—have been devised in conjunction with Masius, part of the Publicis Group, with media buying and planning conducted by Carat.
BAA commercial director Duncan Garrood said: “We are working closely with our various partners to continually improve the airport experience for all our customers. ‘To Fly For’ highlights these efforts as every passenger’s journey benefits from some fantastic moments at the airport, whether this means shopping for a treat at great prices, breakfasting with the family or enjoying a coffee in a quiet corner.”
Masius executive director Ian Henderson added: “Working with BAA is the kind of challenge Masius likes—a complex business that needs to communicate with many different audiences, all with very different agendas. Understanding the challenges helped us to create a powerful core creative idea enabling the bringing together of many different messages into one coherent campaign. “To Fly For” is a property that will enable BAA’s customers to positively re-evaluate their travelling experience.”
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