SPRING PROMOTION by Ogilvy & Mather New York for British Airways

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SPRING PROMOTION

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Industry Airlines
Media Promo & PR
Market United States
Agency Ogilvy & Mather New York
Associate Creative Director Kevin Mooney
Art Director Tofer Moran
Released May 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: BRITISH AIRWAYS
Product/Service: AIRLINE
Agency: OGILVY NEW YORK
Date of First Appearance: May 5 2009 12:00AM
Entrant Company: OGILVY NEW YORK, USA
Entry URL: http://199.20.47.102/BA/cannes/spring-lp.html
Partner/Creative Director: Christine Gill (Ogilvy & Mather)
Account Director: John McDonald (Ogilvy & Mather)
Associate Director, Marketing Strategy: Casey Oliver (Ogilvy & Mather)
Associate Creative Director: Kevin Mooney (Ogilvy & Mather)
Executive Director of Marketing Operations: Cindy Kangas (Ogilvy & Mather)
Senior Copywriter: Ailee Tempest (Ogilvy & Mather)
Art Director: Tofer Moran (Ogilvy & Mather)
Program Manager: Kate Shabot (Ogilvy & Mather)
Senior Production Manager: Jan West (Ogilvy & Mather)
Media placement: Interactive - 4 E-Mails, 1 Landing Page - Ba.com - 5 May 2009
Media placement: Direct Mail - 4 Self-Mailers - North America - 5 May 2009

Describe the objective of the promotion.
Along with the rest of the industry, British Airways faced massive business challenges over the last 18 months. They saw a steep decline in travel, even with their most frequent customers and to make matters worse, people who were traveling avoided premium cabins. British Airways needed to reverse this trend and drive immediate incremental travel, especially from members of their Executive Club loyalty program.

Describe how the promotion developed from concept to implementation
Airline promotions offering bonus miles are commonplace and easily matched. The British Airways promotion was unique because it let members fly and win miles multiple times, rather than just once. The campaign dramatised this by focusing on the “unlimited” miles that could be accumulated, rather than stopping at 50,000 BA Miles for one flight. In addition, using online and offline behavioral triggers, British Airways was able to send members tailored messages based on their engagement with the promotion, further driving incremental interest and travel.

Describe the success of the promotion with both client and consumer including some quantifiable results
The promotion drove $3.7 million in incremental revenue and its success looks even more emphatic when compared to the previous year’s campaign performance—77% more members took advantage of this offer. The results exceeded the agency’s target and British Airways’ expectations.

Explain why the method of promotion was most relevant to the product or service
Nearly all airline loyalty programs use “miles” to reward travelers for flying. Miles are uniquely able to motivate and mobilise even the most frequent of flyers. Plus, they are simple and relatively inexpensive for the airlines. Miles are a valuable promotional tool for British Airways.