Analysis of Heathrow Airport's Marketing and Communication Campaign

This report analyzes the Heathrow Airport marketing campaign, specifically the "How Bear took Heathrow on a trip" initiative. The report begins by outlining the key issues faced by Heathrow Airport, such as high prices in airport stores and the resulting customer behavior. The main body then discusses the importance and benefits of brand emotional engagement, highlighting how the campaign connected with the target audience through storytelling and emotional appeal. The report also examines the advantages of social media and digital marketing in promoting the campaign, including cost-effectiveness and the ability to target specific audiences. The report concludes by summarizing the campaign's success in increasing sales and strengthening Heathrow Airport's brand positioning, while also acknowledging the benefits of the campaign such as the Kids Go Free promotion.

Creativity and Communication

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Question- 1 key issues faced by Heathrow Airport ...................................................................3
Question 2 Discussion on importance and benefits of brand emotional engagement with the
target audience. ...........................................................................................................................4
Question 3 Advantages of the social media and digital marketing communication campaign...4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Creativity and communication of one of the important part, being creative in a business
makes the businessman successful (Benescu., 2020,). People need to engage with the complex
creative thinking to find the new solution to the challenges within the business. Wile
communication create a environment where employees can create good relationship with each
other. Communication is necessary within the organization to share information to the employees
for the leaders and managers.
This report has been covered case study Heathrow Airport to increase the sales of the
stores present on airport. Heathrow Airport run the campaign “ How Bear took Heathrow on a
trip to which two bear coming home during the Christmas and reach to the Heathrow Airport
where they shop the things from the stores for the Christmas and thorough this campaign their m
motive was to increase the sales of stores on airport and make their brand positioning more
strong.
MAIN BODY
Question- 1 key issues faced by Heathrow Airport
Every communication advertisement has their importance and issues that company face
before they post the advertisement. Similarly, Heathrow Airport was also having some key
issues that initiative them to make the campaign (Hastuti, Prabowo and Lestari., 2018). The
main initiative for the advertisement for campaign “ How Bear took Heathrow on a trip' was to
increase the sales of airport stores and attract customers to buy clothes from their Airport. Most
of the people avoid buying this from the airport because things are more costly for the people as
compare to the stores outside the Airport (Nagel., 2020). TO save the money and buying things
costly people do their shopping online or outside of the airport (Sawa and Pandrianto., 2020).
This was the key issues Heathrow Airport. To overcome the issue and increase the sales of the
stores on the airport Heathrow Airport, and they also wanted to take the good position within the
market (Nganga., 2019). The Campaign launched by the Heathrow Airport was successful and
before coming to the bear film on the TV , it was already successfully. The social media platform
and individuals alike shared the advertisement, and they earned views around 110 in just six
weeks and 884000 online views and also increase the sales of the stores on the Heathrow
Airport which was a key issues for the Heathrow Airport (Sudarliyati, R., 2020). encouraged
families to get closer to the world through a Kids Go Free promotion that enabled children to

travel free on the Heathrow Express train service, eat free in selected Heathrow restaurants and
fly free on selected British Airways flights.
Question 2 Discussion on importance and benefits of brand emotional engagement with the
target audience.
As per the view Koivula, Villi and Sivunen (2020) Brand emotional engagement has
huge advantages and benefits to the brand (Thrassou, Orfanos and Tsoukatos., 2018). Making a
people story in a campaign make the target audience connect with their personal life incident's
and thing kind of communication made by understanding the emotionality of the consumers, so
they can relate with the customers. It provides benefits life, companies can gain loyalty of to
customers, connect with the brand emotionally, Helps to create trust among the target audience,
Aware people about the product and services provided by the brand etc (Archetti., 2019). This all
benefits brands get through the communication campaign (Mercer., 2018). People who watched
this kind of campaign connect to the brand emotionally and give the importance to the company
and buy the product ad services from the brand.
The teddy communication campaign also use the emotional engagement techniques to
connect with their target audience and it helps them to gain the loyalty of the customers and
convince them to buy things from the Airport stores (Yu., 2018). They try to connect with their
audience by making the stores that understand the needs and customers which how good things
can be available on the Heathrow and every other things like restaurants, their services and their
employees. this all attracts the target audience and convene them to buy products and services
from the Heathrow Airport (Mayasari., 2018).
Question 3 Advantages of the social media and digital marketing communication campaign
According to the Benescu (2020) Digital marketing and social media are most effective
tool's for the brands to advertise their communication campaign (Bull., 2019). There are many
social media platform like Facebook, Instagram, twitter etc. are helping to attract customers and
making the campaign more successful (Zeilig, West and van der Byl Williams., 2018). Social
media and digital marketing tools less costly as compare to the offline tools and like TV
advertisement, new paper advertisement etc so it helps to save the money of the brands and it can
also be used by the new business to make their business more effective. Digital marketing tools
like SEO is helping the brand to bringing their name on the top of the search engine (Lubis,

Lubis and Ashadi., 2018). It is bringing the huge traffic for the brands and making them
successful.
Heathrow Airport also use the help of social media plat from to take the advantages like,
they were able to attract the audience according to their interest, digital and social media
platform also provide analysis that can measured by the marketing team of the Heathrow Airport
(Hastuti, Prabowo and Lestari., 2018). This all advantages make the communication campaign of
the Heathrow Airport successful, and they were able to attract customers to buy things a go
shopping from their Airport shops like Heathrow Express train service, eat free in selected
Heathrow restaurants and fly free on selected British Airways flights.
CONCLUSION
AS per the report has been coved case study of Heathrow Airport who launched their
campaign “ How bears took Heathrow on A journey. Thorough this campaign company
Heathrow Airport try to increase their sales and market position, and they were successfully in
the advertisement. It has been discussed the key issues faced by the Heathrow Airport that
initiated to the communication campaign (Nganga., 2019). This report also has been discussed
the benefits and importance of the brand's emotional engagement with the target audience
thorough the communication campaign. In the end of this report has been analyse the advantages
of the social media marketing and digital marketing to the communication campaign (Lauring
and Klitmøller., 2017).

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