Heathrow today launched a major advertising campaign to raise awareness of its preparations for the London 2012 Olympics and Paralympics.
It claims that the campaign shows that it is more than ready to meet the unique operational challenge ahead, highlighting how its employees, volunteers and contractors are working together to make the Games a success and maintain effective operations.
Using the taglines 'We're getting set to make it one great Game' and 'We've spent years in training to make it one great Games' WHERE `id` = the campaign will showcase some of the initiatives the airport has put in place to make every journey better.
These include Team Heathrow – 1,000 multi-lingual volunteers from the local community – who will help passengers find their way and meet and greet athletes and VIPs; and building a temporary purpose-built Games Terminal for processing athletes and their luggage.
The campaign features real Heathrow staff instead of models, with members of the Journey Team and Team Heathrow volunteers playing starring roles on the giant posters that will be displayed around the capital.
Developed by advertising agency masius, the campaign will run until the 21 June and will be supported across a wide range of media channels with poster advertisements appearing in London Underground stations and trains, and on digital panels at key London stations.
Nick Adderley, Heathrow's marketing and insight director, says: "We have been working extremely hard to ensure that the hundreds of thousands of spectators who will pass through our doors on their way to the Games will have a positive experience at Heathrow and will be ready for their onward journeys."
The official 'host airport' of the events, Heathrow is expected to handle 80% of all visitors to the games including athletes, officials, sponsors and spectators.