Air Miles drops BBH and lines up five to contest ad account

Air Miles, the British Airways loyalty scheme subsidiary, is reviewing its advertising account out of Bartle Bogle Hegarty following the agency’s appointment to the British Midland business last month.

Air Miles, the British Airways loyalty scheme subsidiary, is

reviewing its advertising account out of Bartle Bogle Hegarty following

the agency’s appointment to the British Midland business last month.



Air Miles intends to approach five agencies with a view to shortlisting

three to pitch for the task. The review is being conducted through the

AAR.



Air Miles appointed BBH in August 1996 after the agency came a close

second to M&C Saatchi for the main dollars 60 million global BA account.

The account had remained dormant after Air Miles split with BST-BDDP in

April 1996.



BBH took the brand on to TV for the first time since its inception in

1988. Its debut advertising, which comprised three 20-second TV ads and

three press executions, used the line, ’You don’t have to fly to enjoy

Air Miles’.



The campaign highlighted BA’s marketing partnership with Sainsbury’s,

which was offering Air Miles to holders of its reward card.



Amanda MacKenzie, marketing director for Air Miles, said: ’We are sad to

be parting company but no matter how successful you are everyone

benefits from new ideas that a review will bring.’



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