BAA had a problem in that Heathrow was operating at capacity and there were issues associated with planning permission for expansion.
Clearly the two were related.
The main problem being that Gatwick is in Sussex.
The Challenge was to position Gatwick as a credible alternative to Heathrow.
(It should be made clear that Sir John Egan and his team at BAA did the planning but we handled the implementation of the direct marketing over a seven year period.)
Gatwick was branded as London Gatwick
The gatekeepers were identified as the “travel bookers” ie the PA’s and the travel agents.
Travel booker incentives were provided, including free flights and access to the travel booker program (where to go and what to see in a range of destinations).
Promotion Videos were produced demonstrating that it was quicker to get from central London to Gatwick than to Heathrow, using the Gatwick Express service.
A membership club was set up and the Fast track benefits communicated and delivered.
This resulted in our helping to build the frequent flier database, that enabled BAA to go to the American Carriers such as NorthWest, and sell them slots into Gatwick. The offer being cheaper landing fees and the ability to fill the flights up for the return journey.
This activity helped to turn Gatwick from the Shellsuite Airport in Sussex into the International Hub we know today.