BAA Plans Consumer Branding for Heathrow

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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 …