MEC Heads to Heathrow Terminal 2 for New Star Alliance Campaign

MEC, a leading media agency, today launches a second major cross-platform campaign for one of its long-standing global clients, Star Alliance, the leading global airline network, to drive engagement with lapsed high value international travellers, encouraging them to re-engage with Star Alliance and Heathrow Terminal 2.

The campaign uses different themes to bring the Heathrow Terminal 2 experience to life, looking at how business travellers spend their time before they fly, including fine dining, shopping and relaxing in the lounges.

A series of films and images, created by Star Alliance’s creative agency (Atomic London), that reflect these themes, will be used across social channels as well as through a digital display campaign, planned and bought by MEC. A network of digital boards at Heathrow will also encourage travellers to share their experiences.

Additionally, MEC will be supporting Star Alliance’s social media team by using Twitter to target key influencers in business travel, who use Terminal 2, building a two-way dialogue with Star Alliance’s potential advocates and encouraging them to share their travel experiences online. A second phase of activity will see user generated content being used in social advertising and amplified across social platforms and collated into an online hub.

The campaign is a multi-digital platform collaboration between Star Alliance, Atomic and MEC.

Mark Davies, Director Loyalty & Marketing for Star Alliance, adds: “We are thrilled to launch this, our second Heathrow campaign, this time with a new communications approach for Star Alliance. The MEC team showed that they clearly understood our objectives, engaging with our core target audience of high value international travellers in a very targeted and impactful manner. We can’t wait to see consumers interacting with our campaign as they make and plan their journey through our new Alliance Heathrow T2 Hub - The Queens Terminal.”

Peter Colvin, ‎Group Account Director at MEC Global Solutions, says: “This campaign marks an exciting development in Star Alliance’s communications. It embraces a powerful blend of targeted programmatic buying and re-targeting to leverage a social activation that drives high value international travellers to their social hub. The activity also significantly boosts Star Alliance’s owned media potential. The campaign will encourage advocates to share their positive experiences of Star Alliance’s amazing new UK home and entice new users to virtually experience the terminal for themselves; ultimately inspiring them to use T2 for future flights and help Star Alliance to thrive.”