BA delays T5 ad campaign
British Airways is to postpone its long-awaited advertising campaign in support of the debut of Heathrow Terminal 5 following the chaos surrounding the opening at the airport yesterday.
Bartle Bogle Hegarty has devised a big budget campaign to promote BA’s new home at Terminal 5 but today a spokeswoman said: “We have decided to postpone the launch of the ad campaign until later this year. We confident that it is the right campaign and that it will work and be successful – but now is not the right moment to launch it.”
She added that the airline was now focused on solving the problems and “giving the service that people expect from us.”
The campaign was to have been the first big BA brand statement under the watch of head of brand and marketing communications Katherine Whitton. She joined from American Express last August.
At Christmas BA did run a seasonal ad showing a woman greeting her grandchild at the terminal with their shadows creating the shape of an airplane.
Terminal 5 experienced mounting difficulties yesterday (27 March) with flight cancellations, baggage processing delays and technical hitches.
The airline said that the problems in the first day of operations were caused by a combination of factors including delays at the staff car park and at security and log in problems for baggage handlers reporting for duty.
Whitton is also involved in running a global pitch to handle BA’s direct marketing business. The pitch is thought to be nearing a close.
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