The Design
A recruitment campaign used the curve of the building’s exterior as the focus for a creative based on ‘the shape of thing to come’, and materials designed around this focused on new opportunities for employees. Over four weeks, 700 employees visited an experience room where a mix of moving images and stills were projected onto white walls to create a day in the life of a T5 employee. Retail areas, briefing rooms and restaurant plazas were brought to life using illustrative visuals, photography of the structure’s current state and virtual 3D walkthroughs.

The Results
The campaign launched in January 2007 on a design and event production budget of £60,000 (Euro 88,000). By the end of May 2007, 90% of those attending Join T5 events had indicated that they would like to be considered for positions at the new terminal. BAA is now 10% over-subscribed for the new positions, allowing it to select a workforce based on talent. Despite it not being possible to answer all their questions, staff were positive about the information they received. Feedback from employees praised the focus on teamwork, particularly between BAA and British Airways.

Bronze Internal Communications