We have been working with London Heathrow since 2016, taking them from a travel hub to a destination in its own right, driving brand affinity and increasing retail sales.
No single site in the UK employs more people, or has more people going through it. Our job is to drive emotional engagement in the airport and footfall into its retail stores. The work we deliver ranges from set piece brand campaigns delivered through a social first media strategy, to hard working, fast turnaround retail advertising that persuades the consumer at every touchpoint.
Heathrow’s problem is that they had focused on operational excellence by necessity in order to deliver a faultless airport experience. However, this meant that service was so frictionless that customers hardly noticed that Heathrow was there. We knew that there was more to Heathrow than operational excellence. So, we sent a creative team to spend 24 hours in the airport and they made a simple observation; there is nowhere else on earth where you can experience a greater melting pot of emotions in one day. From saying goodbye to loved ones to welcoming them back home, from leaving a country you love, to coming to London to make the business deal of your life.
And in a world that is becoming increasingly divided we realised that Heathrow was a place that was bringing people closer together. So, Heathrow ‘Closer’ was born.
In a world where people are closing doors, Heathrow believe that people should continue to explore and learn from each other. As an airport, they see it as their role to enable people to feel closer to each other. In fact, Heathrow bring 270k passengers closer, every day. ‘Closer’ has become a powerful creative platform for us that has driven both brand relevance and retail sales.
Our first task was to launch a 70th anniversary campaign in just six weeks. It acted as a rallying cry, to celebrate the great things Heathrow has achieved and the future that’s ahead.
We increased participating passengers (those who spend in the airport) by 8%. Crucially our participating passengers spent on average £8.55 more – exceeding our target £5.
TAKING ‘CLOSER’ FURTHER
This approach resonated so strongly that both client and agency knew that we had to take Closer further and make a big brand customer facing campaign.
Each of our creative campaigns tell stories of our passengers, each told through the passenger’s eyes. Whether it’s a summer of adventures, getting closer to the world and the people in it, or coming home to your loved ones at Christmas, Heathrow is proud to be a part of that story.
This was no more apparent than in our two Christmas campaigns that shone a light on two very special passengers Mr and Mrs Bair. We had a limited budget, but we had confidence that the power of emotions – that naturally reside in Heathrow at Christmas – would provide the cut through needed at this competitive time of the year.