Heathrow mag goes to Blueprint

Heathrow Airport has appointed Publicis Blueprint to handle its Traveller customer magazine, as well as create and manage a ‘content hub’ for Heathrow, claimed to be the world’s busiest international airport.
The agency will produce a revamped quarterly Heathrow Traveller magazine – formerly published just three times a year – as well as developing an interactive digital version of the publication. The ‘content hub’ will cover all channels, including social media, CRM, online and PR. Publicis Blueprint will handle all advertising sales with a team led by Ali Lane, formerly of IPC’s Southbank magazines.
The appointment will allow Publicis Blueprint to introduce a collaborative working style with Heathrow, including in-depth brand involvement throughout the magazine production, from content concept to final page sign-off.
The publication is to be redesigned to be more like a glossy monthly travel magazine. Taking the magazine in a different direction, Publicis Blueprint will cover a much wider range of subjects and areas. Features will include destination-based travel, cultural snapshots and opinion pieces from named columnists.
The magazine will be available via the Heathrow Journey Team at the Airport and on the Heathrow Express.
Heathrow marketing and insight director Nick Adderley commented: “Developing content which enhances our passengers’ travel experience from home, through the airport and onto their final destination is key for us to deliver on our promise of ‘Making every journey better’.”
Publicis Blueprint chief executive Geri Richards added: “Heathrow is a strong brand with a huge amount of potential. The win gives us great scope to draw on our experience in the sector to help Heathrow make full use of the increasing numbers of communication channels available today.”

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