BAA's Heathrow Airport calls in Mischief to win over consumers

BAA has called in Mischief to promote the 'positive' customer experience at Heathrow Airport.

BAA: Heathrow airport
BAA: Heathrow airport

The move comes just weeks after a survey said passengers rated the airport as the worst place from which to travel. 

BAA Commercial handed the agency a six-figure 12-month contract to handle consumer, trade and corporate communications. The agency will also run campaigns during key times of the year such as the summer and pre-Christmas periods.

Mischief MD Mitchell Kaye said that as well as educating consumers about the facilities at the airport – shops, bars and restaurants – 'we will be educating consumers about what BAA is doing as a business to improve customer experience, for example, how they are reducing queue times.'

Only three weeks ago, Heathrow Terminals 1, 2, 3 and 4 came bottom of a consumer satisfaction poll in Which? Holiday magazine, with only 31 per cent of the 9,000 questioned saying they were satisfied with services at the airport. Only Terminal 5 escaped broad condemnation, achieving a 54 per cent satisfaction rating.

Mischief won the account after a four-way pitch, and Kaye will report to BAA head of commercial comms Cat Jordan. The SPA Way previously held the account.

The brief does not include any communications on the third runway at Heathrow or the forced sale of Gatwick and Stansted and either Edinburgh or Glasgow after a Competition Commission ruling.

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