BAA - Heathrow: The Book
To support Heathrow airport’s “Making every journey better” brand proposition and build consumer empathy with a corporation that is routinely criticised for appearing a secret, unfriendly organisation.
Recognising that the reputation of Heathrow is primarily formed by “bad” news stories when things go wrong (such as the opening of Terminal 5) the PR campaign had to create a genuine reason for people to reconsider the way they think about Heathrow.
