Heathrow launches campaign reassuring passengers of smooth Olympic run

Heathrow, the BAA-owned airport, has today (14 May) launched a marketing campaign to reassure consumers it is ready for the "unique operational challenge" posed by the Olympics.

Heathrow pre-Olympics ad: response to criticism over delays at airports
Heathrow pre-Olympics ad: response to criticism over delays at airports

Heathrow is launching the campaign after it came under fire for the length of queues at border control in recent weeks. Most recently, Grayling’s crisis comms specialist Mary Whenman named the airport as a likely weak spot in the PR around the Games.

Heathrow is the official host airport for the London 2012 Olympic and Paralympic Games, and the ad campaign aims to show how Heathrow’s employees, volunteers and contractors will be working collaboratively to ensure travellers experience a smooth passage through the airport.

The campaign, created by Masius, features outdoor and digital outdoor work across London until 21 June. The marketing effort will have a heavy presence on London Underground. Media buying is handled by Carat.

The ads use images of Heathrow Airport employees and the straplines: "We're getting set to make it one great Games," and "We’ve spent years in training to make it one great Games."

The ads showcase the airport's 1,000 volunteers, dubbed "Team Heathrow", and the "Journey Team", who speak 40 languages between them.

Nick Adderley, marketing and insight director at Heathrow, said: "We have been working extremely hard to ensure that the hundreds of thousands of spectators who will pass through our doors on their way to the Games will have a positive experience at Heathrow and will be ready for their onward journeys."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).