Case Study: Heathrow Airport achieves personalized, seamless passenger journeys with Adobe Target

Heathrow reimagines the airport experience

Heathrow Airport aimed to “make every journey better” by improving digital and in‑terminal experiences, but faced the challenge of communicating effectively across web, mobile, email and SMS and personalizing information by audience and location. To solve this, Heathrow adopted Adobe Target as part of the Adobe Marketing Cloud (including Adobe Campaign, Adobe Analytics and Adobe Social) to unify customer touchpoints and enable real‑time personalization.

Using Adobe Target alongside Campaign and Analytics, Heathrow implemented integrated customer profiles, cross‑channel campaign orchestration, A/B and multivariate testing, and mobile geotargeting to trigger relevant messages and offers. The program—supported by Acxiom’s CRM data—lets Heathrow reach about 6 million contacts per month from a 25 million‑contact database (≈10 million active), improving service excellence, understanding customer behavior across channels, and delivering measurable increases in personalized engagement via Adobe Target.

Heathrow Airport

Stuart Irvine

Analytics and Optimization Lead