CAMPAIGN MEDIA AWARDS: The Capital Radio Group Award - Best Use of Research - British Airways

British Airways identified a new market it wanted to target - "weakly loyals". These were people who fly BA but would also use any other airline and BA knew it would benefit from their loyalty.

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."

WINNER

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