New branding for Heathrow Airport
Wed, 24 Jun, 2009
Heathrow Airport is being rebranded to put more emphasis on its retail capacity.
BAA is giving the airport the strapline "Making every journey better" and will promote it on the London Underground and at train stations.
There will also be advertorials placed in publications aimed at frequent and high-end flyers.
Nick Adderley, the marketing and insight director overseeing the relaunch, explained: "Brand Heathrow is about creating real understanding among travellers about why they should fly through our airport."
While shopping, food and drink feature in the rebranding, Heathrow's worldwide connections and hub status are also key components of the campaign.
Earlier this month, BAA reported that Heathrow had seen a 3.9 per cent fall in its passenger numbers for May compared to the same month in 2008.
This compared to an overall decline of 7.3 per cent for all BAA's airports.
BAA said that the figures were in line with passenger traffic trends that had been recorded since December.