Campaign Media Awards 2009: Best Travel and Leisure Campaign

Title: British Airways 'T5 Is Working'
Duration period: 5 August 2008- 14 September 2008
Media agency: ZenithOptimedia
Media director: Matt Skelding
Account director/media planner: Alice-Lee Smith
Creative agency: Bartle Bogle Hegarty
Creative director: Mick Mahoney
Account director: Brenda Frixa
Account planner: n/s
Client: British Airways
Brand/product: Terminal 5
Marketing director: Katherine Whitton
Media/brand manager: Anna West

There are no two ways about it: the opening of Heathrow Terminal 5 was a PR disaster, with queues, cancelled flights and lost luggage dominating the headlines. But passenger experience of T5 after the rocky opening was overwhelmingly positive. To convey this to the wider public, ZenithOptimedia came up with a Touchpoints survey. It used research from the people using T5, taken on a daily basis, to communicate that it was working smoothly, with a series of daily ads communicating statistics such as: "Yesterday at T5, 89 per cent of flights arrived on time." Judges said the campaign was a "clear-headed approach in a moment of panic", while consumer research revealed it had made them more inclined to fly British Airways.


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