- British Airways is launching a major new initiative through three of its below-the-line agencies, Carlson, Tullo Marshall Warren and Claydon Heeley, to promote its premium business traveller product, Club World.
The announcement follows this week's news that the airline has lost £50 million in revenue due to long-haul Club World passengers defecting to other services.
An internal BA survey of its Gold Card members -- the top tier of its tri-partite Executive Club -- has revealed that 48 per cent of its former flyers prefer to fly with business-class competitors.
This is the first time that three below-the-line rostered agencies have been briefed together for a single campaign, which aims to significantly change the way that the airline presents itself to the consumer. The creative strategy, led by TMW, bypasses the more usual corporate image and focuses instead on the staff members behind the service.
"We have used real-life photography of British Airways staff at work across the key airline departments, giving their own individual promise to provide business travellers with the best possible service," explained Chris Freeland, the group account director for BA at TMW.
The initiative is based around a core "promise" brochure, also developed by TMW, and has been extended into a fully integrated campaign. The Carlson mailing will go out to 200,000 of the 650,000 existing Club World members, selected according to their travel record. Additionally, inserts by Carlson will be enclosed into the welcome packs that new club members receive.
Claydon Heeley's task is to target the 25,000 travel agents that sell the Club World flights and give them their own incentive scheme. Claydon Heeley recently ran a recruitment campaign to travel agents encouraging them to use a new PIN-code scheme to log their loyalty point requests, rather than the existing paper-based system.
Cathy Smith, the business marketing manager, trade and corporates, for BA in the UK and Ireland, said: "'Promise' is an exciting move for BA. Using the faces of real people we can reinforce the sincerity of that commitment and this approach has been received extremely well internally."