British Airways: "FALL PROMOTION" Promo / PR Ad by Ogilvy New York

Category: Travel, Entertainment & Leisure
Advertiser: BRITISH AIRWAYS
Product/Service: AIRLINE
Agency: OGILVY NEW YORK
Date of First Appearance: May 10 2009 12:00AM
Entrant Company: OGILVY NEW YORK, USA
Entry URL: http://199.20.47.102/BA/cannes/fall-lp.html
Partner, Creative Director: Christine Gill (Ogilvy & Mather)
Account Director: John McDonald (Ogilvy & Mather)
Associate Creative Director: Kevin Mooney (Ogilvy & Mather)
Executive Director of Marketing Operations: Cindy Kangas (Ogilvy & Mather)
Copywriter: Heather Apple (Ogilvy & Mather)
Art Director: Tofer Moran (Ogilvy & Mather)
Program Manager: Kate Shabot (Ogilvy & Mather)
Senior Production Manager: Jan West (Ogilvy & Mather)
Media placement: Interactive: 2 E-Mails, 1 Landing Page - Ba.com - 5 October 2009
Media placement: Direct Mail: 2 Self-Mailers - North America - 5 October 2009

Describe the objective of the promotion.
Like the rest of the travel industry, British Airways suffered the effects of a poor economy. The rise of the “staycation” created a decline in international leisure flights and post-recession business travel policies, with reduced budgets for air travel, caused further problems for British Airways. Their challenge was to combat the “staycation,” while simultaneously encouraging business travelers to keep choosing British Airways.

Describe how the promotion developed from concept to implementation
Instead of a bonus mile offer, British Airways chose a promotion that would stand out from the competition—a companion ticket offer. For each flight a consumer booked during the promotional period, they earned a complimentary companion ticket for use on a future flight. The promotion was brought to life in direct mail, emails and a landing page by demonstrating the endless travel possibilities created by a companion ticket. You could go shopping with your daughter in Paris, cruising with your wife in Croatia and more. Follow-up pieces were tailored to customers based on their engagement with the promotion.

Describe the success of the promotion with both client and consumer including some quantifiable results
The promotion was wildly successful, exceeding British Airways’ expectations on every level. It drove $13.1 million in incremental revenue. It was even more stunning when compared to the previous companion ticket offer, increasing bookings by 22 percent. It also caused a little ruckus. A few feminist groups took offense to our male-dominated iconography, deeming it “sexist.” But British Airways stood behind the campaign, saying, “What great piece of work hasn’t stirred a bit of controversy?”

Explain why the method of promotion was most relevant to the product or service
The companion ticket promotion was basically a “buy two flights, get one flight free” offer, which helped ensure repeat purchases. British Airways was also able to capture the target audience’s business travel on the first flight, and then their leisure travel with the second flight and free companion ticket.