Using the BA Executive Club database, Optimedia contacted the "weakly loyals" to improve its understanding of their media habits. The research revealed that they were light and selective TV viewers, preferring shows such as Sex And The City to news-based shows. So Optimedia adopted a new approach which was totally programme-led, more female-oriented and used channels such as Channel 4, Eurosport and Sky One.
The revised campaign generated a 76 per cent awareness which translated into a 14.7 per cent increase in revenue per passenger kilometre.
Sue Zerk, the advertising manager for BA, comments: "The implementation of the findings from the research has had a dramatic effect on many aspects of BA's communications and has been a vital ingredient in helping to turn around our business."
TITLE: 21st Century Travel
MEDIA AGENCY: Optimedia
MANAGING DIRECTOR: Greg Turzynski
ACCOUNT DIRECTOR/MEDIA PLANNER: Rob Day
CREATIVE AGENCY: M&C Saatchi
CREATIVE DIRECTOR: Simon Dicketts
ACCOUNT DIRECTOR: Victoria Davies
ACCOUNT PLANNER: Sarah Jaffa
CLIENT: British Airways
BRAND/PRODUCT: Club World flat beds
MARKETING DIRECTOR: Martin George
MEDIA/BRAND MANAGER: Abi Comber