british airways media arial bold 18pt · 2017-07-06 · of on the ba lounges showcasing their...

Arial Bold 18pt British Airways Media

Agenda

• BA media touch points

• BA media percentage share

• Successful stories

• Challenging story

• Future focus

The Journey With BA Media

ONLINE AT THE AIRPORT ON BOARD

• BA.com – DNA targeting,

Offsite targeting

• The Club – advertorials,

competitions, banners and

email sponsorships

• Boarding Passes

• Experiential zones

• Manned Promotions

• Sampling

• Business Card drops

• Leaflets, brochures and table-

top promotions

• Digital Posters

• 6ft static posters

• Screensavers

• Glass wraps

• TV

• High Life

• High Life China

• Business Life

• First Magazine

• Meal Tray Cards

BA media share

36%

30%

34%

Print Ambient Digital

The client wanted to target passengers

flying into or out of Heathrow to

encourage them to book and use the

Heathrow Express service

The successful multiplatform campaign:

• Targeted BA.com campaign

focusing specifically on executive

club members after optimisation

• Off-site audience extension

targeting all London based

executive club passengers flying out

of Heathrow

• Sponsoring The Club Email with a

link to the club advertorial and

competition

• Full Pages in High Life magazine

• Digital Screens at JFK and T5

Campaign duration 12 months

Significant increase seen in assisted and

attributed ROI

Heathrow Express Story

Samsung Campaign Success Story

Recent G+J successful

multiplatform campaigns

The Botanist

Bar – Club

North

Omega

Watches

Activity T5

Lounges

A client had an experiential display in one

of on the BA Lounges showcasing their

products combined with a competition

with data capture

• The client did not take our

recommendations to have drop

boxes in the lounge of the

experiential and link the competition

to online activity too - but requested

customers to come to their store in

order to enter

• Six people only attended the shop

to enter the competition and the

client was not happy with the result

of the campaign

What have we learned:

All competitions that are sold with data

capture, must be linked through variety

of media to maximise the result

Challenging story

Future Focus

• Maximise digital prospects and proposals selling the BA audiences using DNA and

retargeting options

• Focus on promoting ambient and lounge activities and promotions worldwide

• Continue creating multiplatform proposals to maximise clients reach and exposure