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EXECUTIVE SUMMARY

Heathrow is the UK's only hub airport and is regulated by the Civil Aviation Authority. CAA is currently working on developing the regulatory framework for Heathrow to 2020 and beyond. Heathrow has measures in place to monitor and deal with noise and to compensate those affected. It has also experimented in recent years with operational freedoms and changing departure routes. These too will have to be reassessed in light of a new airspace strategy and expansion plans. The Labor Party has just announced that the NPS does not meet the party's four tests for approving Heathrow expansion. The final NPS requires approval via a vote within 21 sitting days - a vote in the House of Commons is expected on 25 June. The project has been subject to pungent criticism for its adverse effects on environment and biodiversity. The decision to carry out the plan is driven purely on economic grounds and the magnanimous impact it will have on national interest. Ant EIA (Environmental Impact Assessment) would do the needful. The need is to run a strong advertising campaign to highlight eco-friendly aspects of the project, says author. The general public can change the project perception once given the ownership and involvement in the projects. The airport has two runways and operates at over 98% of its capacity. The project aims to increase Heathrow Airport's operating capacity by at least 260,000 air transport movements per year. During elections of 2010, it became a political agenda and the Conservative and Liberal Democrat parties pledged to expand Heathrow. Ultimately, the Airports Commission, the Government, and Parliament decided that the plan needs to be carried out and cannot be dispensed with. It was defined as a Nationally Significant Infrastructure Project (NSIP). Public opinion is the most significant element of any marketing or advertising campaign. There are only ten airports in the world with over 50 long-haul destinations.

SWOT and TOWS matrix are done for the sake of internal environmental analysis. Also, STEEPLE is used for the external environmental analysis, plus the marketing mix is used to cover the 7 Ps of marketing of the project. Some marketing strategies are proposed and 4Cs of communication are used for the promotion of the project.

INTRODUCTION

The project has been subject to pungent criticism for its adverse effects on environment and biodiversity. The decision to carry out the plan is driven purely on economic grounds and the magnanimous impact it will have on national interest. Being a highly significant project to National Infrastructure, expansion of Heathrow Airport is inevitable. We need to handle the project smartly to address the concerns for its adverse effects and make careful assessments of environmental impacts. Ant EIA (Environmental Impact Assessment) would do the needful. The need is to make the public realize that their environmental concerns are not baseless and the authorities are not neglecting the facts, these both are of equal grievance to the one responsible to carry out the project and the authorities will handle the project in best possible way. To address the general public the need is to run a strong advertising campaign to highlight eco-friendly aspects of the project. The general public can change the project perception once given the ownership and involvement in the projects by publicizing the national magnitude of the projects, eco-friendly aspects and designing of construction at an esthetical level.

BACKGROUND

In terms of passenger traffic Heathrow Airport is the most active in Europe, the second busiest in the world and it holds a central position in air trafficking along with the other five airports of London. It provides service to a vast number of passengers, a record 80.8 million passengers, in 2019 (Heathrow's Official Report, Dec, 2019).The airport has two runways and operates at over 98% of its capacity (Butcher, 2018). Keeping this large number of air trafficking in mind, the authorities of Heathrow Airport proposed its expansion plan in 2003. The project created an up roar as soon as it was made public. The locals and NGOs working on the cause of the environment opposed the plans declaring it a threat to the ground. The project was suspended on the fears of being a significant cause of noise and air pollution. It was also comprehended as a threat to human and animal life; the biodiversity in the surrounding area.

It assumed such importance that during elections of 2010, it became a political agenda and the Conservative and Liberal Democrat parties pledged to expand Heathrow Airport through any further construction (Boon, 2008).

On the other hand, the project had continuously been fought for as it was defined as a Nationally Significant Infrastructure Project (NSIP) under Sections 22 and 23 of the Planning Act 2008. The project aims to increase Heathrow Airport's operating capacity by at least 260,000 air transport movements per year, rising from 480,000 ATMs per year to at least 740,000 ATMs. Ultimately, the Airports Commission, the Government, and Parliament decided that the plan needs to be carried out and cannot be dispensed with. Representatives of the Economic sector of the country also supported the expansion(Boon, 2008).