After its nightmare launch of the new Terminal 5 at Heathrow Airport earlier this year, British Airways has some serious image management to do. Enter its new series of ads, from BBH in London, which cut right to the chase with the tagline ‘Terminal 5 is working’.
The campaign adopts a documentary style and emphasises how key aspects of the airport experience – such as going through security, flight punctuality and baggage handling, which were some of the core issues effecting the terminal launch – are now working smoothly.
Images of real passengers will be taken daily at the airport and used alongside facts about their journey in an attempt to reflect genuine customer experiences at the terminal. Two photos have been released so far and rather than showing passengers sobbing over lost baggage or Naomi Campbell decking a police officer, they reveal a calm, if suspiciously empty, terminal.
Photos will continue to be shot during August and September and put up online at ba.com/t5.