A major advertising campaign has been launched to promote the advantages of shopping at Heathrow rather than London’s west end.
     Using the tagline ‘Heathrow shopping the West End for less’, it will target passengers from both the UK and abroad to communicate the average 15 per cent saving compared to the capital’s West End stores, says BAA.
     An outdoor advertising campaign is being rolled out across poster sites at the airport itself and digital screens on London Underground and major train stations. 
     The project, which has been developed by Heathrow’s advertising agency masius, encourages passengers to leave their shopping to their Heathrow departure, enabling them to take advantage of savings such as £87 off the Gloucester Kate Moss for Longchamp bag.
     Other products featured in the advertisements include Ray-Ban Aviators, Calvin Klein Eternity perfume, an iPod Touch 32GB, a Longines Flagship watch and Estee Lauder Advanced Night Repair.
     Nick Adderley, the airport’s Marketing and Insight Director said: ‘Heathrow has recently been awarded the status of the best airport shopping in the world due to the outstanding mix of the best retailers and brands we offer. However from talking to our passengers, it became clear that many of them didn’t fully understand both the choice we offer and the great savings they can make.
     “The launch of ‘Heathrow shopping, the West End for less’ is a simple clear message that helps all our passengers understand better. We know our passengers enjoy the Heathrow shopping experience, which is one of the many ways we aim to make every journey better”, he said.