BEST USE OF DIRECT MARKETING (MORE THAN ONE MEDIUM)
British Airways plc does not endorse and cannot be responsible for information, products and services contained on or accessible through featured websites other than
ba.com. We will not be liable for losses or damages arising out of use of these websites which is at your own risk.
A company may not join the Programme if it is not approved by British Airways plc “Us” because it (or a party connected to it) is a member of any other corporate sales incentive agreement or any other sales or discount agreement with Us or BA Citiflyer and Sun-Air of Scandinavia. Other restrictions apply. For all the terms and conditions that apply to the On Business programme please see
ba.com/onbusiness
1. 6 flight sectors are 6 individual direct flights. Connecting to an onward destination counts as 2 flight sectors (e.g. Paris – London – New York). A direct return flight (or round-trip flight) will count as 2 flight sectors (e.g. London – New York – London). A connecting return flight (or round-trip flight) will count as 4 flight sectors (e.g. Paris – London – New York – London – Paris).
2. The figure is in respect of savings made by the global On Business membership in the financial year ended 31 March 2010. It excludes taxes, fees and charges which remained payable by the On Business member. The figure excludes upgrade and hotel redemptions and is calculated by reference to average annual fares (by route and cabin class) that, in the absence of a redemption booking, would otherwise have been payable.
*Subject to applicable taxes, fees and surcharges on reward flights and upgrades.
Information correct at time of printing, December 2010.
MORGEN KNOWS THAT OUR LOYALTY PROGRAMME CAN SAVE HIS BUSINESS MONEY.
HE KNOWS THAT THIS FREE PUBLICITY WILL HELP, TOO.
On Business 30751_OB_Publicity_DL_Leaflet 4pp_UK&
US.indd 1-2
30751_OB_Publicity_DL_Leaflet 4pp_UK&US • BRITISH AIRWAYS • 99x210mm • CMYK • PF:7 • 17.01.11 • PS 30751_OB_Publicity_DL_Leaflet 4pp_UK&US • BRITISH AIRWAYS • 99x210mm • CMYK • PF:6 • 17.01.11 • AC 30751_OB_Publicity_DL_Leaflet 4pp_UK&US • BRITISH AIRWAYS • 99x210mm • CMYK • PF:5 • 23.12.10 • PS 30751_OB_Publicity_DL_Leaflet 4pp_UK&US • BRITISH AIRWAYS • 99x210mm • CMYK • PF:4 • 22.12.10 • NS
On Business 17/01/2011 17:10
VERY IMPORTANT FOR REPRO: Please check A/W files for correct trapping. This is your responsibility.
GOLD STANDARD BA SME
OGILVYONE LONDON FOR BRITISH AIRWAYS
British Airways traditionally focussed its B2B activity on large corporate clients, with the Small and Medium Enterprise (SME) market relatively untapped. OgilvyOne London was charged with repositioning and re-launching ‘On Business’, BA’s global loyalty programme designed to help SME’s maximise their travel budgets.
Small businesses need publicity but can often not afford it, so an advertising campaign across email, online display and airport media was devised that could be used to publicise individual small businesses and help them increase sales. A selection of SMEs featured in digital banners, newsletters, emails and posters, creating an advertisement for their product, complete with contact details. This allowed BA to promote the services and tools designed to help SMEs grow to a receptive audience.
Featured SMEs reported an increase in sales, and the revenue delivered by the new accounts paid back the campaign costs at a rate of 4:1. UK ‘On Business’ membership has risen by 335%.
SECOND PLACE: SILVER STANDARD Indicia for Tourism Ireland with Ireland Road Trip
THIRD PLACE: SILVER STANDARD TUI UK and Creatormail with My Thomson Cruises
13
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26