British Airways is the largest international airline based in the UK operating out of Heathrow Airport. It transports 36 million passengers annually to 268 destinations in 97 countries. In 2008, British Airways launched its new Terminal 5 which experienced major operational issues on opening day, damaging the airline's reputation. To restore confidence, British Airways launched an advertising campaign called "Terminal 5 is Working" featuring daily updated ads with real performance metrics and customer photos to convince the public that issues had been resolved. The campaign was successful in helping rebuild the airline's image.

2. In short:
British Airways PLC is the largest international airline in the world. It is
based at Heathrow Airport in London, the busiest international airport
in the world, and has a global flight network through partners such as
American Airlines in the United States and Qantas in Australia. As the
United Kingdom's sole global network carrier, it transports 36 million
passengers a year to approximately 268 destinations and 97 countries.
Until 2008, British Airways was the largest airline based in the United
Kingdom in terms of passenger numbers.

3. Stakeholders
Local
Shareholders communities
Investors
Aviation and general
authorities, re public
Airports
gulators
Management Partners
Suppliers Employees
National and
Media local
government
Customers Labour
Competitors (passengers
unions
and cargo
carriers)

4. They say:
‘BA believes in active engagement with stakeholders. We have well
developed forums for employee communication and consultation,
including BATUC (British Airways Trade Union Council) and the British
Airways Forum. We have an active programme of communication with
investors, including regular Investor Days at which the company's plans
are fully discussed with analysts. We communicate our position on
environmental and social issues to our suppliers and, where appropriate,
ask them to adopt similar policies.’

5. They say:
‘Within wider society, we maintain an active dialogue with national and
local government, regulators, local community representatives and non-
governmental organisations. Over the last year, we have been very keen
to discuss with others our views on the government's consultation on the
Future of Aviation and runway options, which has included a series of
local stakeholder meetings with community groups around Heathrow.’

6. Stakeholders
Primary stakeholders: Secondary stakeholders:
Management Airports
Employees Local communities and
Shareholders general public
Investors Aviation authorities
Suppliers Competitors
Customers Labour unions
Partners National and local
government
Media
Key stakeholders: Employees, Customers, Management,
Shareholders, Communities, Media

7. Customers
One of the key stakeholders.
Types of communication include: one-way communication (indoor
and outdoor advertising, TV, radio, online advertising, direct
marketing), two-way communication (social media).
Organization addresses its customers in order to: promote the
company, inform about new offers and existing advantages, attract
new customers, keep existing loyal, communicate organization’s
attitudes towards various issues, it’s policies.

8. Terminal 5
The £4.3 bn Heathrow T5 was designed exclusively for BA’s use.
Officially opened on 14 March 2008, began operating on 27 March.
From the first day flights were cancelled, passengers were
stranded, more that 15000 pieces of baggage were lost.
T5 fail on opening damaged BA’s reputation and affected
customers.
T5 ‘does not work’.

9. The objective?
To restore reputation by:
communicating to the travelling public in an ‘open and factual’ way
that Terminal 5 is now working effectively;
presenting an accurate portrayal of the performance.

10. ‘Terminal 5 is working’
An advertising campaign that took place every day for a fortnight
in August 2008 and again in September.
A press campaign where each ad was conceived, executed, and
delivered in less than 24 hours.
The campaign appeared in print, online, outdoor (including digital
outdoor), radio and through direct channels. (travel weekly link)

11. ‘Terminal 5 is working’
Included actual performance indicators such as the time it takes to
get through security, flight punctuality, baggage arrival times, the
time it takes to get from the aircraft to the arrivals hall.
Used photography of real customers during their journey through
T5 captured the day before the ads appear in print.

12. ‘No clever headlines, no clever visuals. All
we are left with is a clever idea.’
(Nik Studzinski, a judge and creative director at Mother)

13. ‘Terminal 5 is working’

14. ‘Terminal 5 is working’

15. ‘Terminal 5 is working’ is working!
Best Poster Campaign
Best Consumer Advertising Campaign
Advertising Campaign of the Year
Award for best national newspaper ad in August

16. Was the campaign successful?
The ads in the newspapers were not the same ‘stamped’ adverts,
which people get used to and ignore with time.
‘Live’ adverts contained relevant information.
The information was true and not exaggerated.
The adverts resonated with airline passengers.
They helped to restore the image.

17. Was the campaign successful?
‘The new British Airways Terminal 5 campaign is great. The agency has
made a lot of work for itself here and could have taken an easier
option, but the fast turnaround is worth its weight in gold. The ads
have a simplicity and honesty that begins to chip away at the recent
negative press feeding frenzy.’
(Ben Priest, co-founder of Adam & Eve)