BAA

BAA carshare

Our work on the BAA Carshare initiative has won recognition from the Association of Commuter Transport as a benchmark example of how to market a Carshare programme. It was awarded the top prize in its annual round-up of best practice. It's not just theory, registrations are well ahead of target and BAA's programme is now the most successful of its type in Europe.

Our contribution started with an identifying mark that encapsulated the idea of sharing. The key device has been used to brand the scheme in a variety of media from key fobs to reserved car parking spaces.



A series of 48 sheet posters in staff car parks launched the campaign.



DL leaflets extending the sharing theme were available as take-one's and mailed out to employees and the wider airport community.

A2 and A3 posters reinforced the message in staff areas around the airports and alongside ads in 'house' magazines, helped to tackle common misconceptions.

This poster, for example, using a pastiche of typical car bumper-sticker humour, helped make a serious point about participation.



Early success could be measured by the increasing number of empty parking spaces and by the number of registrations which now number more than 2,ooo.





BAA Uni

We developed the original identity for BAA's Virtual University and two year's on were invited back to refresh the site to reflect developments within the Uni programme. This is one of half a dozen lateral thinking puzzles that featured on the homepage of the relaunched site.