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Publicis Blueprint awarded Heathrow Traveller

Posted by: Publicis Blueprint

Date added: Wed 05 Oct 2011

Publicis Blueprint, the UK’s number one customer publishing agency*, has been awarded the production of Heathrow Traveller as well as creation and management of a ‘content hub’ for Heathrow, the world’s busiest international airport.

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The company will produce a re-vamped quarterly Heathrow Traveller magazine – formerly published just three times a year – as well as developing an interactive digital version of the publication. It will also develop and manage a Heathrow ‘content hub’ to cover all channels including social media, CRM, online and PR. Publicis Blueprint will handle all advertising sales with a team led by Ali Lane, formerly of IPC's Southbank magazines.

The appointment will allow Publicis Blueprint to introduce a collaborative working style with Heathrow, including in-depth brand involvement throughout the magazine production, from contents concept to final page sign off. Key stakeholders for the various Heathrow channels will be involved with agreeing, conceptualising and executing incremental content.

The flagship publication, Heathrow Traveller, will be re-designed to look, feel and read like a glossy monthly travel magazine. Taking the magazine in a different direction, Publicis Blueprint will cover a much wider range of subjects and areas. Features will include destination-based travel, cultural snapshots and opinion pieces from named columnists, retail elements – both cutting edge and quick fixes. Top class writers, designers, photographers and stylists will be used to appeal to its AB audience.

To maximise the digital offering, while some features are issue-specific, others will be repeating strands, helping to build up an archive that readers can refer to online and increasing the content collateral already held by Heathrow. The magazine will be available via the Heathrow Journey Team at the Airport and on the Heathrow Express.

Nick Adderley, Marketing and Insight Director at Heathrow, commented: “Developing content which enhances our passengers’ travel experience from home, through the airport and onto their final destination is key for us to deliver on our promise of ‘Making every journey better.’”

Geri Richards, CEO of Publicis Blueprint, added: “We’re thrilled to be working with Heathrow and re-launching their online and offline offering. Heathrow is a strong brand with a huge amount of potential. The win gives us great scope to draw on our vast experience in the sector help Heathrow make full use of the increasing numbers of communication channels available today.”

*According to Marketing magazine Customer Publishing Agency league, June 2011.