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
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
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
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.’