Pointless: if there is something LHR does not lack is travelers!
What if you are a new entrant into a market that has long been dominated by an oligopoly of firms that are well known to the general public? What if you have a fairly competitive product and ample scope for growth but most people have never heard about you?
So here is an ad of London Southend airport, also spotted in Islington.
Remember to check me out next time you go on holiday!
I think this is the case where it makes perfect sense to advertise an airport to the general public. People are starting to plan spring breaks and the summer season, there is a new airport in town and it has some interesting new routes that might be of your interest, so next time you are browsing for your low cost flight to the Mediterranean you remember to check this one out too.
The ad is also straight to the point, rather than pitching some sort of abstract "passenger experience" it tells you they are new, it tells you, very visually, where you can fly to, and on what airlines
I am not sure what is the goal of the Heathrow ad, but it is clear what the Stobart Group aims for with this ad: position London Southend as one of London's airports and make their market entry known to potential low cost airline passengers. Whether they succeed or not is a different matter.