Twenty sites, two terminals, twelve months
A year-long Heathrow terminal programme built around the moment a passenger arrives in London, renewed off the back of the previous run.
On site
Campaign photography recovered from the company profile archive.
- Advertising sites across the year
- 20
- Heathrow terminals
- 2
- Continuous placement
- 12 mo
The challenge
The bank wanted to own the arrival moment at Heathrow for a full calendar year, a placement that only works if the sites are held continuously and the creative is refreshed inside the run, rather than bought as a single burst and left to go stale.
What we did
We structured the buy across two terminals and three formats: ten arrival scrollers at Terminal 5, five "Welcome to London" arrival light boxes at Terminal 3, and five departure light boxes at Terminal 3, staggered so coverage held across the year. Production, installation and maintenance were included in the fee across three creative iterations.
The outcome
The programme ran from January to December and was itself a renewal of the previous year's placement, the clearest signal available that the first run had worked.