Pg Baa

British Airports Authority

BAA Carshare Scheme

the opportunity

the approach

the results

We were asked to develop a brand identity and integrated communications campaign for the British Airport Authority’s (BAA), CarShare scheme, to encourage large communities of BAA employees at airports around the country to carshare for journeys to and from work.

This integrated campaign focused on the message that car sharing is fun and easy to do. The logo design cleverly showed two people facing each other which transformed into the shape of a car-key. This was integrated across all communications material which included a membership joining pack, leaflets, posters, stationery, keyrings, car –fresheners and sunscreens.

The campaign ran over 3 years and achieved widespread employee participation. The success and uptake of the campaign far exceeded client expectations and changed behaviours long term across the business.