BAA launch ad campaign
30.06.08
BAA is launching a multimedia advertising campaign to highlight its facilities at its seven UK airports, and the work it is doing to improve passenger conditions. The push comes as the Competition Commission prepares to rule on whether BAA's monopoly should be broken up.
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, including Gatwick and Heathrow, and the improvement work. The campaign aims to create ‘a sense of anticipation’ for passengers around their next trip, reminding passengers of its airport shops.
It will run across radio, outdoor, press and on-airport activity in the UK and a six-week TV push in Scotland. The advert will appear in a broad spectrum of programming including Coronation Street, The Bill, Emmerdale and Big Brother. Work has been created by Publicis Groupe-owned Masius, with media planning and buying conducted by Carat.
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