The agency will devise an international campaign around the opportunities offered by the landmark project in the run-up to its opening - scheduled for 30 March 2008, at the unusual time of 4am.
The campaign's strategy is ambitious - GCI wants to promote the terminal as a shopping destination in its own right.
‘Opportunities to work on a landmark project such as Terminal 5 are few and far between,' said GCI UK CEO Mark Cater.
In respect of trade relations, GCI is to target retailers and the retail media with development progress reports.
Terminal 5, predicted to cost £4.2bn, reportedly has ‘more shopping space than Bond Street', with room for 150 outlets. But so far only celebrity chef Gordon Ramsay has signed up to rent space in the terminal.
GCI told PRWeek that more retailers would be confirmed very soon.
The success of retailers on its premises is crucial for BAA's coffers. The hand-luggage restrictions brought in two months ago after the foiled alleged terror plot to blow up transatlantic planes have hit airport retailers hard.