BA shifts gear for new marketing campaign

British Airways (BA) has launched a marketing campaign after it commissioned research that found 73% of business leaders believe face to face is the most effective way of building and maintaining business relationships. The theme ‘It’s better to be there’ is targeted at business travellers. It consists of press and TV advertising until the end of March, alongside direct mail, and a variety of tailored offers to clients and executive club members. Other activity includes free airport parking, free Heathrow and Gatwick Express tickets, and flight upgrades. Also, members of the airline’s executive club who have not flown since 11 September will be offered a bonus of 5,000 free BA Air Miles if they travel before 31 March. BA has suffered a 27% fall in premium traffic since 11 September. BA chief executive Rod Eddington said: “Our campaign will give a real boost to stimulate the business travel market and is designed to significantly increase demand for premium travel.” BA’s research was carried out by an independent consultant between 13 December and 5 January. Interviews were conducted with 200 business leaders. It stated that nine out of ten business leaders agree it is easier to reach agreement and make decisions when speaking face to face and it is worth the investment in time and money to meet people personally.

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