BA pushes business loyalty club

BA shuns agencies for email briefBritish Airways is launching a major campaign to promote its revamped corporate loyalty scheme, On Business, which offers business owners the chance to either earn points or get immediate discounts on flights.
Devised by BBH, with support from its direct marketing arm run by Simon Hall and Warren Moore, the campaign uses a range of channels – including press, posters, email and content marketing – to raise awareness and increase membership of the programme.
In addition, through the airline’s Executive Club loyalty scheme, travellers will also earn personal Avios, which they can redeem on flights and upgrades and Tier Points, which enable them to climb through the Blue, Bronze, Silver and Gold tiers, unlocking more benefits as they go.
A press campaign is running across mainstream media including The Times, City AM, The Guardian, The Independent, Spectator and New Statesman, plus travel trade press including Business Traveller, Travel Weekly and TTG Weekly.
Ads will also feature at Heathrow Airport Terminals 3 and 5, on digital outlets and through social channels. To drive interest internationally, markets in Europe, Asia Pacific, the Middle East and Africa will also benefit from the campaign.
In order to target business owners and travellers, the airline has also launched a media partnership through Carat, launching with The Telegraph within both the business section and through a co-branded hub which contains editorial content, digital displays and competitions.
To bring the benefits to life, a series of films have been created by content marketing agency, Cedar. The videos feature On Business members sharing their stories about how On Business has helped them take on the world, and include Chloe Read, the founder of British watch company, Newgate Clocks, and Mike Seyle, the CEO of global architecture firm, WATG.
Meanwhile through LinkedIn and Facebook, the airline has launched a promotion for three small business owners to win a seat on a mentoring flight to Austin, Texas in association with Capital Factory, known as the centre of gravity for start-ups in the United States and an incubator for small businesses.
To reward existing members, the airline has also launched an offer for 50 per cent bonus On Business points and those that encourage other new members to join will receive 1,500 bonus points which is enough for a one way reward flight from London to Geneva in the Euro Traveller (economy) cabin.
Targeted emails and calls, along with promotional activity organised by BA Media within the airline’s lounges at Heathrow will also underpin the campaign.
BA head of marketing, retail and direct Sara Dunham said: “Our Executive Club loyalty scheme is well known, but we wanted to draw more peoples’ attention to our newly re-launched On Business programme too.
“It can offer real benefits to small and medium sized enterprises, because it helps them to stretch their travel budget through immediate discounts, reward flights and upgrades for their travelling staff.”

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