Heathrow Airport is launching its first TV campaign, as it looks to create an emotional connection by reflecting stories of why we use the airport. The ad features a five-year-old girl making her way through the airport for her first flight and ends with the tag line ‘To the next 70 years of flight’, in celebration of Heathrow’s 70th anniversary this year.
The TV ad is part of the airport’s wider campaign that focuses on customer stories, through digital, print and outdoor campaigns. It will roll out through summer and focus on departures, while the brand’s winter campaign will continue with customer stories but focus on arrivals and customers flying home for Christmas.
The ad’s demographic is focused on families, with its TV release on Thursday (21 July) timed to coincide with the start of the school holidays and before the summer holiday travelers set off from the airport.
Through real customer stories, the campaign uses emotive strategies to connect with its audience, while the TV ad aims to make viewers reminisce over their own first flight and the experiences they can have at the airport.
“Our customers see themselves in the little girl’s journey and everyone remembers their first flight” Rebecca White, head of marketing and brand at Heathrow, told Marketing Week.
White believes that although airports in general can be seen as “rational” places and are not always part of a “conscious choice for customers”, Heathrow’s research over the past 18 months suggests its own customers feel otherwise.
“From research, we have found that Heathrow is not seen as just an airport but offers customers a change in life or marks the end to one of their biggest life journeys,” she said.
“We’ve had such an emotive part to play in customer journeys, including our role in Love Actually [the film] 13 years ago. This showcased a genuinely emotional moment Heathrow can own and should be demonstrating”
Rebecca White, head of brand & marketing, Heathrow Airport
Although airlines such as British Airways and Ryanair have raised concerns following Brexit, White believes it is important that Heathrow continues to celebrate its anniversary and focus on a more customer-centric model. She also said that Brexit has not impacted this summer’s business, with flights having been booked in advance.
“We will continue to watch [Brexit] in coming months, but for us now there has been far more business than usual and we are finding more inbound travellers seeing the UK as an attractive destination, owing to the changes in exchange rates,” explained White.
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