Julia Mahoney
Group Account Director at M&C Saatchi
Sydney, Australie
TitreThe First Flight - Heathrow Airport Summer 2016
BriefEarly one morning, a sleepy little girl packs her bag for the big family holiday. When she arrives at the airport, the bag becomes a character in its own right as she trundles it along behind her. Following girl and bag, we experience the airport as if for the first time: the impressive architecture, the interesting mix of people, the anticipation of checking in and passing through customs. The bag even gets a squirt of duty free perfume. And at the end, it makes a friend. Heathrow Airport is celebrating 70 years of first flights.
Campagne The First Flight
Annonceur Heathrow Airport
Marque Heathrow Airport
Date de première diffusion/publication
Secteur d'activité Transports aériens, routiers & maritimes, chemins de fer
Synopsis Going on holiday is a wonderful experience. The excitement of planning it, the countdown to it, choosing your out¬fits, packing your bag, and the anticipation of time away from the norm.
But do we ever consider the airport part of this wonderful experience? We wanted to make the Heathrow brand meaningful by turning it from a travel hub to a story hub.
The objectivesThe commercial objective was to increase retail sales by 2% YOY. An ambitious target and one that could not be met by bottom line savings and retailer promotional activity alone. We positioned Heathrow as a global leader by creating a higher purpose that resonates with a wide target audience. Gathering stories of all who pass through Heathrow. 
Philosophie The strategyBrands who deliver world class marketing win through making their purpose feel personal. And for Heathrow that meant establishing them as the most forward thinking airport in the world. An airport that moves from processing people to progressing people.
Famously, a cleaner who worked at Nasa stated his job was ‘helping to put a man on the moon’. This example of higher purpose thinking is what has the potential to unlock Heathrow’s desire to evolve from a pure facilitator of travel to a brand that enables each and every passenger to progress with every journey they make. We devised a new brand positioning that shines a light on our passengers and drives brand relevance by celebrating a higher purpose at an individual’s level.
The positioning was driven from an insight that now, more than ever before we need to feel closer to each other. In a world where people are closing doors, we believe that people should continue to explore and learn from each other. As an airport, we see it as our role to enable people to feel closer to each other. In fact, we bring 270k passengers closer, everyday. 
Problème Our work to date with Heathrow has seen us deliver five stunning creative campaigns, all centred around the notion of personal stories that occur at Heathrow - starting with the celebration of Heathrows 70th Birthday with 'The First Flight'. 
Our first campaign launched in the summer of 2016.
Perfectly timed with Heathrow’s 70th birthday. We celebrated the amazing stories and achievements that Heathrow has gone through over 70 years. In our TV advert our protagonist was a young girl and her bag, the plot, their first flight. We followed their magical journey through Heathrow airport. This emotional tale reminds us all of the wonder of travel.
A series of activities told additional Heathrow stories, executed outdoor, in print, TV and online. 70 plaques of well-known people were placed in the airport at the precise location of the event. These plaques became conversation starters, photo opportunities and participation drivers for passengers. Joanna Lumley even helped launch our 70th birthday by unveiling her own 70th plaque in the airport, generating wide reaching PR for Heathrow. 
Type de média Etude de cas
Bande son When I Live My Dream
Maison de production
Directeur de création
Concepteur / rédacteur
Concepteur / rédacteur
Producteur, maison de production
Business Director
Directeur de clientèle

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