BAA Gatwick

This account was a pleasure to work with. From Sir John Egan, through Mike Luddy to the rest of the team, Gatwick had a clear vision, and it was a pleasure to help them implement that vision.

It is a true example of how good marketing can change perception and hence reality.

Within 5 years we had helped to change Gatwick from "The Shell Suit Airport in Sussex" into a credible alternative to Heathrow.

The Issue

BAA's problem was that Heathrow was operating at capacity, and expansion was looking unlikely.

BAA are in effect a property company, and as such make money from leasing out the retail premises at airports.

BAA had the Gatwick site, but at the time West Sussex was an employment black spot and the Airport was running short haul flights to Ibiza etc.

The Solution

The Solution was obvious, convince America that Sussex is somewhere near London, get the trans Atlatic Carriers to land at Gatwick, fill the planes up on the way back, fill up the shops with affluent customers and share in the retail profits.

So:-

• We branded Gatwick as London Gatwick
  
• Sorted out the rail links, 20 mins from Victoria three times an hour. "Gatwick Express"
  
• Came up with GatQuick and Fast Track Branding
  
• Built a frequent Flier Database to fill the return planes
  
• Identified PA's as the Gatekeepers to the booking
  
• Gave free Flights to any PA booking their bosses via Gatwich rather than Heathrow
  
• Developped a Travel Booker campaign to make the PA's job easier
  
• Contacted the American Carriers with the offer of reduced landing fees, access to the London Hub, and access to the UK market
  
• Opened to great success
  

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