Earlier this year BA asked us to create ads for display all year round in Gatwick and Heathrow.
At the time, ash clouds and strikes were at the forefront of people’s minds and various tracking measures said these were starting to have an impact on the brand. The resulting task: Make people like BA a little more.
After analysing who would see the posters over the Summer (mostly leisure travellers), we uncovered one simple insight to help us achieve our goal: that most people, whatever age, get giddily excited about their holiday once they get to the airport. By using the existing poster sites in Gatwick and Heathrow we set about tapping into this joyful anticipation, there and then as people were experiencing it.