New Star Alliance campaign promotes LHR T2 experience

This week saw the launch of the second major cross-platform marketing campaign for Star Alliance's new home in Heathrow at Terminal 2 | The Queen's Terminal. The primary objective of the campaign is to attract customers based in the U.K. who used to travel with a Star Alliance carrier but have not done so recently. The campaign tempts them to try out the new Terminal 2.

Different themes bring the Heathrow Terminal 2 experience to life by looking at how international travellers spend their time before they fly: including fine dining, shopping and relaxing in one of four member carrier lounges. A series of short films and images reflect these themes and are being displayed in social media channels as well as through targeted digital displays. Travellers are urged to share their experiences in social media under the hashtag #LHRT2.

The dedicated campaign site is at heathrowt2.staralliance.com. User generated content is displayed and unique T2 partner offers for Star Alliance Gold or Silver status holders are showcased - such as complimentary upgrades to first class on Heathrow Express. There is also a 360 degree video showing a walkthrough of the terminal and the airline lounges.

-- Mirjam Schott, Star Alliance HQ