Birmingham Airport targets Heathrow customers
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Birmingham Airport has released a new advertising campaign aimed at Heathrow’s travellers to ‘claw back’ its catchment area.
Using the strapline ‘Birmingham makes more sense’, the advertisements will be placed around the M25 and train stations at Northampton, Milton Keynes and Oxford with slogans related directly to the London airport. These include ‘Heathrow: Congestion Ahead’ and ‘Going in the right direction?’.
It has been launched amidst growing concern over airport capacity in the south east, with Birmingham embarking on a £200m project to extend its runway in 2014. The new infrastructure will increase its passenger capacity from its current nine million to 36m by 2030.
“By making use of existing capacity across the UK, at airports such as Birmingham, capacity can be released in the South East, which would also pave the way for growth outside of London and the South East, and help rebalance the UK’s economy,” said Paul Kehoe, CEO of Birmingham Airport. “With this ‘David and Goliath’ campaign, we aim to target commuters who are tired of the arduous journey to London and say confidently that Birmingham is a real alternative for flights to destinations around the world”.
