We are looking forward to welcoming the inaugural British Airways Heathrow flight this Sunday.
In preparation, we have been working closely with the teams at both British Airways and Heathrow Airport to maximise the opportunities the new route provides.
Alongside introducing the Islands of Guernsey as a new destination to their global audiences, which comes with the launch of a new route, we are running two paid campaigns with British Airways and partnering with both BA and Heathrow jointly on a competition.
With British Airways:
-
The Spring/Summer Sale - a month-long sale promoted across their whole network, providing a significant volume driver across all their channels, using our destination creative with a BA call to action.
-
A bespoke City Breaks campaign with a Mail Metro media partnership, with a media plan including editorial, video, premium display across Daily Mail, Metro and i-Paper and bespoke emailers.
With Heathrow:
-
Heathrow began promoting the new Guernsey route in March, sharing inspirational content about the Islands going out across their social channels, travel blog (audience of 500,000) and a solus newsletter to their database.
-
We are running a competition in partnership with Heathrow/BA that would go out to those on their loyalty programme, which are excellent ways of increasing our database.
The first inbound flight will land in Guernsey just before 1pm on Sunday and, as with any new carrier or route, Guernsey Ports will be providing an extra special welcome. There will be entertainment in the Terminal building and anyone who is keen to see the first flight land is of course very welcome to come up to the Airport and join in the with the celebrations. The VisitGuernsey team will also be there to hand out a small welcome gift to those on board this first flight.
We have secured a journalist from The Daily Mirror (Circ. 166,472 / UMV 15.49M) for the first inbound flight, who will write several stories from the trip, including one focusing on the inaugural flight. A renowned travel journalist and broadcaster will also be on the first Heathrow-bound flight departing from Guernsey.
Earlier this year we attended BA’s Partnerships Day and later this year will attend a UK Trade event, bringing together more than 150 senior delegates from key agencies, offering the chance to connect with a highly engaged and expert trade audience.
We look forward to continuing to forge close working relationships with both British Airways and Heathrow, alongside the collaborative partnerships we have with all our carriers and major stakeholders.
