Heathrow Terminal 5 was regarded by BAA as an opportunity to break new ground in air travel.

BAA employed Klein O'Rorke to turn their vision into a brand positioning for T5's retail offer.

Commercially, the objectives were to attract non-air-side brands to T5, and to ensure that existing air-side brands opened flagship outlets.

Our review of various pieces of passenger insight revealed an opportunity and need for Terminal 5 to create a new category of airport: busiest and best.

Our challenge was describing what this meant for T5, how it could establish and 'own' the category,
and how the brand should be
articulated in a way that retailers
and caterers to respond to.

T5 opened in 2008 and has achieved critical acclaim for its quality retail and catering, a highlight of which is the decision by Gordon Ramsay to open an air-side restaurant at T5, a first in the industry.

Whilst Heathrow is rated as a three-
star airport by Skytrax, Terminal 5 achieves four stars, placing it alongside Schipol, Zurich, Sydney and Kuala Lumpur airports, all of whom feature in Skytrax's top ten ranking of airports worldwide.