British Airways Design & Branding DETAILS by OgilvyOne London

DETAILS

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Industry Airlines
Media Design & Branding
Market United Kingdom
Agency OgilvyOne London
Executive Creative Director Emma De La Fosse, Charlie Wilson
Copywriter Peter Mabbott, Tooky De Vall
Designer Tom Mann
Released October 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: BRITISH AIRWAYS
Product/Service: FIRST CLASS CABIN
Agency: OGILVYONE WORLDWIDE
Executive Creative Director: Emma De La Fosse (OgilvyOne London)
Executive Creative Director: Charlie Wilson (OgilvyOne London)
Copywriter: Peter Mabbott (OgilvyOne London)
Copywriter: Tooky De Vall (OgilvyOne London)
Art Director: Tom Mann (OgilvyOne London)
Designer: Tom Mann (OgilvyOne London)
Business Director: Andrew Boggs (OgilvyOne London)
Production Manager: John Thompson (OgilvyOne London)
Media placement: Direct Mail - Hand Delivered By British Airways' Special Services - 1 October 2011

Describe the brief from the client
British Airways have spent 4 years redesigning their First Class offering.

However, BA don’t do overt displays of ostentatious luxury. Nor is the typical ‘First’ passenger into gold taps and marble fittings. The problem we faced was that you only truly appreciate just how good the new ‘First’ cabin is when you see every detail.

Our brief was to create a communication piece for these high value customers that would draw their eye to the small but important aspects of the new cabin and thereby help keep First Class passengers flying in First Class.

Describe the challenges and key objectives
We wanted to recreate a similar feeling to that which a passenger would experience when flying ‘First’. So the creative solution was to reveal the little details about ‘First’ in much the same way as the cabin gives up its secrets.

This is a more rewarding experience for a target group who are intelligent and like to feel as though they are ‘in the know’. There is no hard-sell as that would not be appropriate to these passengers, whose custom we want to retain.

Describe how you arrived at the final design
The creative execution involved targeting this exclusive group with a piece created with as much care and attention to detail as ‘First’ itself.

At first glance it appears to be a book of photographs, with no copy in it at all. You are drawn to use the magnifying glass that is set into the front cover. This reveals, in each spread, the hidden details and the story behind them.

The tone of the piece is quite playful, as we want to engage and entertain as well as inform. There are even 5,200 Concordes for the reader to find.

Give some indication of how successful the outcome was in the market
The piece was sent to a hand-picked group of 468 of BA’s First Class customers.

As this piece is primarily for retention as opposed to sales, it is not possible to directly attribute any results due to lack of a response mechanism. However, we do know that between receiving the book in October 2011 and February 2012, 1,294 bookings were made by this group; between 2-3 each in a 4 month period.