expo: what is it? Head of Advertising, Sponsorship and expo

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2 expo: what is it? expo is a dedicated programme of unique and inspiring installations which will capture the imagination of our passengers. In doing so, it enhances their journey throughout the terminals, providing an unexpected extra dimension to their travels. As well as displaying inspiring and thoughtprovoking content, celebrating the best of the UK, expo showcases events and experiences tied into the national and global calendar. Some expo spaces are allocated footprints in Terminal 5, both before and after security. Other installations may be more integrated into the terminals to create a multi-touch point experience or an element of wow factor. Creativity is key to the success of expo. It can be a complete sensory experience using sight, sound, touch and even taste and smell. We have created expo to add extra interest to the passenger s journey and to celebrate the best of British culture, creativity and commerce Head of Advertising, Sponsorship and expo

3 expo: Heathrow To stay successful, Heathrow is focused on making every journey better. This means continuously improving passengers experiences of the airport and working every day to make the customer journey better the day before. With the capacity to serve up to 35 million passengers annually, Terminal 5 has enabled us to redefine the passenger experience at Heathrow. But that is just the start. The continuing 4.8 billion investment at Heathrow has seen major redevelopments at Terminals 3 and 4 delivering improved facilities and services for our passengers. Opening in June 2014, the new Terminal 2 will welcome 20 million passengers a year, further improving Heathrow and providing an experience for passengers that is one of the very best in Europe. Heathrow is the world s busiest international airport and is at the hub of the civil aviation world. Over 69 million passengers travel through the airport annually, on services offered by 86 airlines flying to over 180 destinations in over 90 countries, making Heathrow a truly unique global gateway. The airport is a lively and exciting place where passengers are often in a heightened state of excitement and anticipation, ready to be entertained. What a fantastic idea to have a gallery. It s full of amazing and worthy art. Congratulations to all involved. Bridget, UK

4 expo: locations There are three key locations currently active with expo and these are in Terminal Five. Public Areas Passenger areas expo A Check-in B C Check-in D E T5 expo gallery Shopping Services Food and drink Passenger lounges Before/after security F Check-in G expo H Premium Check-in J

5 expo: connects What a refreshing use of a Heathrow site. I love it! Can we have more of this please? Eva, France expo allows a unique way of connecting and interacting with a valuable, influential and international audience at Heathrow. expo doesn t just connect with a consumer audience, but also with a valuable B2B audience. In brief, expo creates credible, enormously powerful and long lasting global PR through creating experiential connections between consumers and partner brands. Partners may be charitable, artistic, cultural or sporting based organisations, supported by commercial sponsors. Although it shouldn t be considered above the line advertising, partners may want to join with a commercial brand to generate revenue and get the most from the opportunity. A captive audience Over 69 million passengers a year 190,000 passengers arriving and departing per day (on average) 48.3% of passengers in the AB Socio Economic Group 41.9% UK residents 37.1% business travellers Average dwell time 160 minutes.

6 expo: case studies IATA As part of the cross industry environment campaign, IATA developed a three-dimensional stand to ensure that passengers are well informed about aviation and climate change, together with the steps the industry is taking to limit its emissions. Definitely worth dropping by... inspiring. Colin, Germany Royal British Legion Comprising over 8,000 poppies, a huge towering 5 metre high tribute to the Royal British Legion s annual Poppy Appeal was erected in Heathrow Terminal 5. This was part of a wider campaign including Poppy Man appearing at famous landmarks and on GMTV. Over 1,000 man hours were dedicated to building and installing Poppy Man. Goldsmith College BAA and Goldsmiths, University of London, combined to launch a joint expo Award, inviting students from all levels and disciplines, to pitch as teams, for the chance to display a two-month installation at Heathrow Terminal 5. Seven teams rose to the challenge set by BAA and Goldsmiths. The two winning teams were mentored over an eight-week period by Goldsmiths alumna and Turner Prize nominee, Cathy de Monchaux and Professor of Public Art at Goldsmiths, Andrew Shoben. Henry ReichHold To celebrate the Diamond Jubilee, photographer Henry Reichhold created two spectacular 3 x 1.25 metre images. The extraordinary Thames Diamond Jubilee Pageant, taken from the 54th floor of the Shard, combined over 200 pictures in a giant jigsaw taken at different times and camera angles. The Queen s Diamond Jubilee Procession, portrayed a spectacular visual display of 1000 s of waving arms and flags as the open carriages drive past the huge cheering crowd, on their way to Buckingham Palace.

7 expo: gallery Terminal Five Gallery Since the T5 expo Gallery opened in December 2009, it has become an important part of the culture and experience of Heathrow Terminal 5. As one of the only permanent commercial fine art galleries in the world to be situated in an airport, it is in a unique position to reach and introduce art to a wide international audience. The key objectives of the gallery are: to showcase and support established artists; to help develop the careers of young emerging talent; to offer clients not only outstanding works but the experience of its team in the fields of curating and consultancy. For much of 2012, the gallery showcased artworks by both internationally established and young emerging British artists. During the Olympic and Paralympic Games, the focus was on sport and the athletes who devote their lives to it. It is lovely to see beautiful artwork at an airport. Christian, UK

8 expo: get involved Our audience is totally unique, with time to spend and a desire to be entertained. If you want to connect with them via expo, here are some tips for a successful showcase: Make it intriguing; it will generate more interest and make better use of the space Make it relevant; it will connect better with the audience Make it engaging; it will draw in the individual and hold their attention Make it entertaining; it will be much more effective if it surprises or delights the passengers in some way Make it interactive; it will allow the individual to have a more memorable experience Make it intuitive; if it is simple and easy to interact with, then it will be more effective Make it sustainable; we consider the environment wherever possible Make it respectful; it should communicate in a tone that is appropriate for all people Make it responsible; make the messages considered and appropriate. Love the idea of having an art gallery at the airport, great way to get out to the masses Jemma, UK

9 expo: tech spec The finer details Once you start working with us, you will recieve an expo Compliance Policy document. Here are some key elements: Technical specifications All projects require complete installation packs from the installer and should include: Specific drawings and dimensions of all units preferably in CAD format Manufacturer specifications and fire certificates for all materials (Class 0 category) being used Detailed electrical wiring diagrams PAT testing certificates for portable electrical items Structural calculations for all units/stand build Bomb blast requirements these details can be supplied by a member of the Heathrow expo team Evidence of public liability insurance to the value of 10 million for landside areas and 50 million for airside locations In Addition Special detail regarding potential security risks will need to be addressed Fire specifications must be met in accordance with Heathrow policy. Details of this are specific to location and can be obtained from a member of the expo team Any individual logo or advertising may only take up a maximum of 5% of the overall surface area of the exhibit Any use of the Heathrow logo must be submitted for approval. Installation Information In addition to the information required for installation, all exhibitors must take into account the following considerations. A member of the Heathrow expo team will assist in this process. All contractor s staff must have attended the Heathrow Retail health and safety induction and must hold CSCS cards A method statement and risk assessment should be submitted for approval prior to installation A Heathrow Retail Facilities Permit to work must be obtained All relevant access and identification passes must be obtained (Heathrow Retail Facilities can assist with specific install detail) All deliveries required for installations have to be transported via the Heathrow Retail Consolidation Centre For airside installations, contractors require full airside passes or will need to contract an ID passes agency for escorts. Staff, maintenance, cleaning etc. All staff working on an expo site will require staff ID passes (These will be arranged by a member of the Heathrow expo team). Staff will be required to fill out a required form for clearance All staff working in connection with the site must obtain relevant passes (Forms will be supplied and processed by the expo team) Staff must be well dressed, well spoken, polite and friendly to all passengers Staff belongings, spare promotional literature etc. must be kept in the supplied storage area and out of sight The area must be kept clean, tidy and functional at all times (This is the responsibility of the exhibitor) A full clean up of the site is required after the exhibit is removed All waste must be removed from site; larger packaging must be disposed of immediately and off-site, not in Heathrow bins. expo sites will need to be active during terminal operational hours (These details can be supplied by a member of the expo team). 05/13

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