So the launch was…not quite a success. But just over five months on, BA are launching a new campaign to shift public opinion and reassure the world that ‘Terminal 5 is working’.

According to coverage the campaign will be a multi million pound marketing campaign covering print, online, radio and billboard advertising.

The one ad I saw on my way home today is…well it’s ok. It’s doing exactly what the campaign aims to do, which is concentrate on the simple messaging, and the campaign is apparently going to make use of real ‘genuine customer experience’, look at stats showing how T5’s improving security, baggage handling and general timeliness.

I have to say it’s not blow-away, but will be interesting to see how far this goes to shift public opinion. I’d be interested to know how much the campaign is going to make use of online media – for example through travel booking sites and holiday forums. What are they doing to promote to previous customers also, i.e. those who have travelled since March?

Most importantly, whether the message is believed or not, will this actually change people’s travelling habits? Had their travelling habits been changed in the first place, or is this more just to redress what was an embarrassing opening to a very expensive venture? As the Londonist aptly puts it, are BA just reminding people of previous mistakes unnecessarily?

Will be interesting to see reactions to this campaign as it develops.

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