NEWS: Bartle Bogle Hegarty produces debut TV spots for BA Air Miles

Bartle Bogle Hegarty this week unveils its debut work for British Airways’ Air Miles loyalty scheme, marking the first TV burst for the initiative since its launch eight years ago.

Bartle Bogle Hegarty this week unveils its debut work for British

Airways’ Air Miles loyalty scheme, marking the first TV burst for the

initiative since its launch eight years ago.



The TV work is being supported by press and poster advertising as part

of a pounds 1 million campaign.



The marketing partnership that was struck in June between Sainsbury’s -

which offers Air Miles to holders of its new Reward Card - and BA

signalled an increase in spend for the brand.



The campaign, which delivers the message ‘You don’t have to fly to enjoy

Air Miles’, stars an ostrich in a series of three 20-second TV ads and

three press executions. Each one features the rewards that collectors

can redeem for 80 Air Miles points.



The TV commercials focus on a day out at Alton Towers, trips to UCI

cinemas and ‘two nights for the price of one’ hotel breaks.



They were art directed by Pete Bradley, written by Marc Hatfield and

directed by Toby Tremlett through Partizan Midi Minuit. The ads will run

for three weeks on Anglia, Meridian and Carlton TV. Media is handled by

Motive.



Chris Harris, a group director at BBH, said: ‘We are trying to

communicate how the Air Miles product has developed. It is now more

varied.’



BBH secured the pounds 1 million Air Miles account this summer after

coming a close second to M&C Saatchi in BA’s dollars 60 million global

pitch last year. The account had remained dormant after Air Miles split

with BST-BDDP, following the agency’s Le Shuttle win in April this year.



Separately, Vodafone has won the right to market its phones and services

to BA Executive Club members and Air Miles collectors.



Air Miles was launched in 1988 and spent pounds 800,000 in 1995, mostly

on business-to-business ads. About 300 companies take part in the

scheme.



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