HEATHROW BEars retail campaign
Little things go a long way
It doesn't take much to put a smile on the face of the ones you love.
The brief
Increase Heathrow retail revenue year on year with a campaign that happily sits alongside ‘The Bears’ brand awareness piece. This campaign also needed to work with Heathrow Rewards loyalty scheme.
The insight
The challenge in effect was to get each passenger to spend just £5 in any of the airport’s retail outlet.
The solution
A campaign that played on ‘good things come in small packages’, highlighting the impact of a small gesture and a little thoughtfulness in the shape a diminutive gift – literally or financially speaking.
The campaign flexed to work OOH, in-terminal and in our CRM channels.
We used data segmentation and carved out archetypes to appeal to groups in the type of language and goods depicted.
The results
4.5% increase year on year of retail spend 2017 vs 2016
Avg. passenger spend £8.45
For the first time ever Heathrow enters Superbrands Top 20 index at no. 16
