BAA.
BAA Airports Ltd. is the owner and operator of seven British airports and the operator of several other airports worldwide, making the organisation one of the largest transport companies in the world. We have been their specialist internal communications partner since 2005 and have worked on a number of campaigns and programmes not only to help employees interact with each other more effectively but to help passengers get the best results from the service they provide.
I got to the shops quicker because security was so fast.
32% fewer people had to repack their bags. 95% of queue times under five minutes.
Audience.
We’ve all shoved into our hand luggage those last few items we forgot to pack but now the rules have changed. Today's heightened threat of terrorism has seen a massive increase in passenger security affecting everyone travelling through European airports.
Challenge.
As a result, BAA Gatwick was confiscating some 10,000 bottles of products from travellers each day at the airport and they needed help to communicate to passengers the importance of checking their luggage before these security checks.
Insight.
We created a highly visual and effective customer campaign aimed at improving traveller understanding and increasing airport efficiency. We mapped the ‘customer journey’ through the airport and broke down the new security message into memorable sound bites.
Result.
By employing our ‘100ml Rule’ and attention-grabbing headlines at the right place and the right time, we have improved traveller understanding and reduced confiscations.
T5 will be a great place to work – see for yourself.
94% of staff who attended ‘Join T5’ events asked to be considered for positions.
Audience.
Next time you check in at Heathrow, think about all the staff required to keep the world’s busiest international airport on the move. 70,000 people help 70 million passengers a year fly to 180 destinations. Recruiting them is a real challenge.
Challenge.
Heathrow’s Terminal 5 is set to transform the passenger experience and needs exceptional people to deliver this promise. BAA asked us to help them to come up with a way to develop an internal communications programme to recruit 20% of employees by June 2007.
Insight.
The subsequent Join T5 events were designed as high-impact experiences that brought the newness and scale of the terminal to life. Three large white walls provided the canvas onto which a mix of moving images and stills were projected, surrounding everyone who attended.
Result.
700 Heathrow employees visited our multimedia experience room: a virtual tour of the new terminal building and a day in the life of a T5 employee. By the end, BAA was 10% over subscribed for the new positions.
It's only 99 steps to check in.
For over 9.6 million customers per year.
Audience.
You’re going on holiday. You take the train to the airport. It’s on time and there’s plenty of space to sit and stow your luggage effortlessly. You’ve checked in online, so you breeze through security with spirits high. The lounge is spacious and welcoming and the coffee smells good... bliss!
Challenge.
BAA wanted to let passengers into its best kept secret and we had to come up with a campaign which would help attract these passengers to use this secret: Southampton Airport.
Insight.
We realised the main insight to this work should focus on the convenience of the location. To let people realise, that once they stepped off the train, they could walk straight to the airport and didn't even have to worry about parking their car.
Result.
Our Breeze Through marketing campaign did this through surface media including hoardings and leaflets, as well as the airport’s website. But we also inspired the airport’s staff: the people who ensure you can begin enjoying your holiday as soon as you get to the airport.