BAA Plans Consumer Branding for Heathrow

Article excerpt

BAA is planning to relaunch Heathrow Airport as a consumer brand.

The fresh brand positioning comes as the airport operator prepares to sell off its other major South East hub, Gatwick, as well as, potentially, Stansted.

The attendant activity will be handled by BAA marketing and insight director Nick Adderley, who joined on a full-time basis last August. He is the first marketer to control all aspects of BAA's marketing.

It is understood that Adderley is keen to develop 'Brand Heathrow' as a positive shopping and dining experience, as the airport poises itself for one of the aviation industry's biggest consumers battles.

The overhauled Heathrow brand identity, being created in collaboration with an undisclosed branding agency, will follow a similar theme to BAA's 'To fly for' logo.

Adderley, a former senior marketer at Sainsbury's and LoveFilm, is also looking into the prospect of a major ad campaign. The airport operator rolled out its first TV ads in Scotland last year.

An assessment as to whether the strategy could be repeated to promote Heathrow in England is under way. …