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Plane talking: Airport advertising

How B2B brands can harness the power of airport advertising

Looking more like a trendy resort than the giant waiting room that it is, Heathrow's newest addition - Terminal 5 - which opened at the end of March to cancelled flights, long queues and 15,000 pieces of stranded luggage, has been accused of placing style over substance. With VIP lounges to rival the chicest boutique hotel; champagne and cocktail bars; an Elemis Travel Spa; hydotherapy area; Swarovski glass chandeliers, a kinetic cloud sculpture and work and entertainment zones providing Wi-Fi and PCs for free Internet access, Heathrow is one of a clutch of international airports that is trying to take its design and facilities to another level in an attempt to cater for - in particular - its premium and business customers.