UK Volume 20 Heathrow Superbrands UK Annual Vol.20 Promotion Heathrow’s communications teams look to present the world through the eyes of its passengers, showing the importance of travellers being at the heart of everything it does. In recognition of the heightened emotions that are so tightly and uniquely linked to travel, the communications strategy remains to keep passengers emotionally engaged, building warmth and love for the brand and all it means to them. The emotional stories that unfold every day at Heathrow are evident in the latest summer and Christmas campaigns. Whilst summer dramatised the beautiful moment a mum switches off from work and shifts her focus to enjoying time with her two kids, Christmas saw the return of the Heathrow bears; a symbol of reunion at this important time of homecoming. Heathrow also further highlighted its support for passengers during Pride week, creating a unique flag made up of colourful kisses from passengers and colleagues that flew proudly on the flag pole above Terminal 2. The campaign also saw the airport unveil the LGBTI faces of its Welcome Campaign adverts, featuring five members of the community – including three Gay Star News competition winners and two airport colleagues. This brought passengers and colleagues together to demonstrate the importance of inclusivity and diversity. The airport’s work on sustainability demonstrated Heathrow’s continued commitment to reduce the impact of its business on the environment and improve the lives of employees. A series of animations communicated its commitment to 100% renewable electricity, reduced plastic and create more electric vehicle charging points. Brand Values Heathrow wants to make passengers feel welcome and ‘give passengers the best airport service in the world’. As a gateway connecting the United Kingdom to over 80 long-haul destinations, Heathrow believes that the airport brings people closer. Over 250,000 passengers get closer to their loved ones, dream jobs or new adventures every day as Heathrow continues to be driven by the stories of its passengers. Heathrow is the UK’s gateway to the world . Last year the airport helped 80 million passengers travel across the globe , more than any other airport in Europe. Providing world-class shopping and a wide range of services is key to Heathrow’s success with passengers choosing it for travel, adventure, business and leisure Market Heathrow welcomed over 80 million passengers through the course of 2018, the first time this milestone has been achieved. July proved to be the busiest month with 262,000 passengers travelling through the airport on one day. As the UK’s Global airport hub, Heathrow flies to more destinations than any other European airport. The most popular destinations range from New York to Hong Kong as it hosts more than 80 airlines. Heathrow is also one of the largest employers in the UK, with 76,500 employees working together to make every journey better. Product Heathrow is focused on providing passengers with a smooth and memorable journey from the moment they leave home. Heathrow is within easy reach of London on public transport and has parking options ranging from Short Stay to Valet Parking in order to ease passenger journeys. The Heathrow Express service provides travellers with the fastest route to Heathrow, getting them from London Paddington to Terminals 2 & 3 in just 15 minutes. Heathrow also prides itself on the quality and variety of its retail, offering exciting experiences from The Harry Potter Shop to Chanel, as well as restaurants including Spuntino, a new American-Italian inspired eatery. Its online service, Heathrow Boutique, enables travellers to explore a premium retail offering online, with the option to Reserve and Collect when passengers fly. Achievements Last year, passengers voted Heathrow’s Terminal 2 the ‘World’s Best Airport Terminal’ in the 2018 Skytrax World Airport Awards, with Terminal 5 coming in fourth place. In addition, Heathrow was awarded ‘Best Airport in Western Europe’ for the fourth year running, and ‘Best Airport for Shopping’ for the ninth year in a row. In recognition of Heathrow’s brand and marketing performance, the airport was awarded ‘Travel Brand of the Year’ by the Travel Marketing Awards. Recent Developments In 2018, the UK Government passed a vote for Heathrow’s expansion, which will pave the way for 180,000 new jobs as well as delivering economic growth benefits across the country. Heathrow has unveiled plans for carbon neutral growth. The vision is to build on technological changes within the aviation industry to make travel more sustainable, treating environmental performance as a key consideration for new flight allocations. Heathrow has also offered to waive landing fees for the first commercially viable electric flight. Heathrow has partnered with the UK Government’s GREAT initiative to promote tourism to the UK, installing 12 3D frames in-terminal to provide passengers with immersive experiences of the UK’s most spectacular destinations; from Glencoe to the Royal Pavilion, an initiative designed to drive tourism and growth to all corners of the UK. To coincide with Christmas 2018, Heathrow welcomed back Edward & Doris Bair to the airport with its third Christmas television advert. The ad was voted as one of the leading Christmas adverts, topping numerous polls and warming the hearts of the nation, as the two loveable bears were seen flying home to loved ones for the festive season. Heathrow also created a scaled gingerbread model of the airport, featuring all four terminals, a runway and control tower, all made from the delicious festive treat. The festive creation was brought to life by Michelle Wibowo in partnership with Great British Bake Off winner, Candice Brown. Heathrow oversaw a year of aviation progress in 2018, with Qantas flying non-stop flights from Heathrow to Perth for the first time. Heathrow also doubled its direct connections to China, growing the network from five destinations at the start of the year to 11 by year end, showing Heathrow to be a vital link between China and the UK. Vanity Nightmare London Drag Queen #HeathrowPride Pride in London 7th July 2018 Brand History 1946 London Airport opens on the current site. 1966 The British Airports Authority is created and London Airport is renamed Heathrow Airport. 1977 The London Underground reaches Heathrow. 1977 The Terminal 5 public planning inquiry – the longest in UK history – comes to an end. 1998 The Heathrow Express rail service begins. 2008 Terminal 5 opens and the first commercial A380 flight arrives at Heathrow. 2010 Terminal 2 is demolished and works starts on its £1bn replacement. 2012 Heathrow welcomes the world as Host Airport for the Olympic and Paralympic Games. 2014 Terminal 2: The Queen’s Terminal opens in June. 2015 Expansion of Heathrow is recommended by the Airports Commission. 2016 Heathrow celebrates its 70th birthday. 2017 With younger travellers in mind, Mr. Adventure is joined by the new exclusive character, Little Miss Explorer. 2018 Heathrow commits to sustainability plans for carbon neutral growth, in an effort to make travel more sustainable within the aviation industry. 700 pairs of sunglasses are sold each day at Heathrow whilst the London red bus fridge magnet is the most popular souvenir DIDYOU KNOW?