On February 1, large posters of landmarks in Cumbria, Lancashire, Scotland and Yorkshire were unveiled across Heathrow’s terminals.
Partnering with VisitBritain and VisitScotland, Heathrow offered the £500,000 worth of advertising space to help encourage the airport’s passengers to visit the flood-affected areas.
The promotional GREAT campaign images feature Hadrian’s Wall in Cumbria, Harewood House in Yorkshire, Williamson Park in Lancashire and Crathes Castle in Aberdeenshire.
The posters will be visible to millions of British passengers as well as international tourists throughout the six-week campaign across all of the airport’s terminals.
International tourists and Britons are being encouraged to help spread the word further, by sharing their own images of these areas via social media using #OpenforBusiness.
Heathrow chief executive John Holland-Kaye said: “I’m keen that Heathrow plays its part in supporting the economic recovery of parts of the country that have been recently affected by flooding.
“We are the only UK airport that brings in more tourists than it sends out and we’re going to do everything we can to ensure they know all about the amazing things they can see and do in Cumbria, Lancashire, Scotland and Yorkshire.”
VisitBritain CEO Sally Balcombe said: “We want international visitors to Britain to know that affected areas are not just open for business but also packed-full of incredible experiences and sights. Heathrow Airport is one of the main gateways to Britain and we hope this partnership will inspire visitors to explore more of Britain’s nations and regions, ensuring that the economic growth from tourism is spread across the country.”