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
Chris Harris, a group director at BBH, said: ‘We are trying to
communicate how the Air Miles product has developed. It is now more
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