Heathrow challenges the West End for value
Tuesday 29, June 2010
Heathrow is launching the next phase of its brand development programme with a new advertising campaign to promote the range of brands and fantastic value offered by Heathrow’s shopping outlets on Monday 5 July.
Using the tagline Heathrow shopping, the West End for less, Heathrow’s first ever retail advertising campaign will be targeting a wide range of passengers from both the UK and abroad who fly from Heathrow.
Advertisements will be appearing in the press, posters and on the Underground as well as on radio and digital media in the London area and the airport itself.
Advertorials are scheduled to appear in The Times, The Daily Telegraph and Grazia.
The campaign, which has been developed by Heathrow’s advertising agency masius, aims to highlight the great savings that can be made at the airport with prices benchmarked by the airport at an average 15 per cent less than the comparable West End stores.
Passengers are encouraged to leave their shopping to their Heathrow departure, enabling them to take advantage of great savings such as £87 off the Gloucester Kate Moss for Longchamp bag.
Advertisements feature products designed to highlight the wide range of retail categories and brands to be found at the airport. They include the Longchamp Kate Moss handbag, Ray-Ban Aviators, Calvin Klein Eternity perfume, an iPod Touch 32GB, a Longines Flagship watch and Estee Lauder Advanced Night Repair. Each is featured together with the substantial saving that’s permanently available at the airport.
Nick Adderley, Heathrow Marketing and Insight Director said: "Heathrow has recently been awarded the status of the best airport shopping in the world due to the outstanding mix of the best retailers and brands we offer.. However from talking to our passengers, it became clear that many of them didn’t fully understand both the choice we offer and the great savings they can make. The launch of "Heathrow shopping, the West End for less" is a simple clear message that helps all our passengers understand better. We know our passengers enjoy the Heathrow shopping experience, which is one of the many ways we aim to make every journey better."
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