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