T5 was working. Unfortunately the world didn´t necessarily see it like that.

There was significant damage done to the image of the terminal due to its well publicised service failings, on both a rational and emotional level.

Our core objective was to motivate customers to fly BA by showing them how well T5 is now working. The communications needed to be forward looking, acknowleding the trouble at opening, without being overly negative or overtly reminding consumers of the problems.

The campaign needed to change national opinion, whilst giving special attention to customers in London and the South East who were most affected by the opening, and specific demographic groups including families, frequent flyers and busines travellers: those most likely to have been put off by the disruption.

From this came the ´Yesterday at T5´ campaign, where every day we ran one photgraph with one positive statistic, both in comms and on-site. Each morning, data was captured out at T5, before generating creative and launching data on site the next day. This amplified the previous day´s Key Performance Indicators such as baggage statistics, and average time through check in.

After the campaign, two and a half times as many people agreed that they were more likely to fly BA because of T5, and one and a half times as many said they would be happy to travel through T5 if they were to fly in the next few days.

Most impressively, customers´ inclination to fly BA because of T5 were now back to the levels that they were prior to T5 opening, and even exceeding them.