British Airways Design & Branding BRITISH AIRWAYS EXECUTIVE CLUB by Landor London, OgilvyOne London

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BRITISH AIRWAYS EXECUTIVE CLUB

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Industry Airlines
Media Design & Branding
Market United Kingdom
Agency Landor London
Art Director Neil Williamson
Agency OgilvyOne London
Copywriter Rick Sear
Released November 2011

Credits & Description

Category: Consumer Services
Advertiser: BRITISH AIRWAYS EXECUTIVE CLUB
Product/Service: AIRLINE
Agency: LANDOR ASSOCIATES
Agency: OGILVYONE LONDON
Global Creative Officer: Peter Knapp (Landor Associates)
Design Director: Matt Comboy (Landor Associates)
Executive Director/Corporate Brand Strategy: Kirsten Foster (Landor Associates)
Senior Designer: David Marshall (Landor Associates)
Senior Designer: David Gilligan (Landor Associates)
Managing Partner: Jo Coombs (OgilvyOne)
Business Director: Andrew Boggs (OgilvyOne)
Copywriter: Rick Sear (OgilvyOne)
Art Director: Neil Williamson (OgilvyOne)
Media placement: Design Concepts - Membership Cards, Email Communications, Website - 15th November 2011

Describe the brief from the client
Executive Club loyalty cards are Club Membership’s main visible component. Each Club tier promotes a specifically different product and membership benefit, rather than different grades of the same one; our brief was to strengthen Members’ resonance with each tier’s separate values. To do this, we needed to visually clarify what each of the tiers’ benefit is and express it clearly.

Describe the challenges and key objectives
British Airways’ Executive Club had engagement issues, because Club Members found it hard to work out how the Club was rewarding them. Consequently, the Club wasn’t providing them with simple enough reasons to prefer BA. Our brand refresh set out to give all the Members a sense of belonging, no matter which section of the club they belonged to.

Describe how you arrived at the final design
Working on customer insights, we recognised each category as a destination in its own right, with different Member aspirations.
Blue is an inviting world, celebrating the magic of flying.
Bronze is about speed, queue-jumping and fast access.
Silver’s intertwined ribbons represent Members’ ability to control their own path.
Gold spotlights rare objects to give a confident sense of understated luxury.

Give some indication of how successful the outcome was in the market
In the UK, the rating for collecting tier points on BA flights has gone up by 33%. By December, 9 out of 10 UK Premium Members (and 7 out of 10 Blue tier members) were aware of the re-launch. Best of all, Executive Club enrolment has gone up by more than 10%, compared to last year.