DIRECT CHOICE: British Airways Executive Club

When you fly overnight to South Africa as much as I do, anything that might brighten the experience attracts your attention.

That's why the new 'Upgrade' mailer from the British Airways Executive Club grabbed me. Designed by Tullo Marshall Warren, it offers customers the opportunity to experience both First and Club Worlds for the price of a Club World ticket. You just have to book a Club return ticket to get a free one-way upgrade to first class. Quite an offer.

The brochure communicates the comfort of Club World really powerfully, with its images of people sleeping contentedly on immense white linen pillows.

The brochure is well laid-out and easy to read, and has nice visual touches: the corner of one page is the corner of a pillow.

The idea of such blissful sleep mid-flight can be the most attractive thing about an airline. If this is the kind of deal on offer, I know we're going to be welcoming some very happy clients at South Africa's airports.

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