The opening of Heathrow's Terminal 5 was an unmitigated disaster. By July, the terminal was performing well, but the public still assumed the worst. Rather than simply claiming that T5 was working, BA decided to show them with an ad campaign providing a transparent assessment of T5's performance - deliberately factual and reportage in tone, with hard statistics proving that 'T5 is working'.

National newspapers were central to delivering this message in a trusted, news environment, with its immediacy allowing a different 'Yesterday at T5' statistic to be delivered each day (a new ad was created daily to run the next day).  Success was immediate with people's inclination to fly British Airways rose by 30% in September.

Topicality and flexibility are proving particularly attractive to advertisers during the recession.  Discover these benefits and others in the Top 10 reasons for using newspapers.