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British Airways Club World Sleeper Service
Client: British Airways
Agency: itraffic
Background: When BA launched its new Club World Sleeper Service as a response to customer feedback, it wanted to promote awareness of the changes to its business-class passengers. After surveying customers on-board flights, it found that Club World passengers who regularly flew on six- to eight-hour flights to the US and Middle East wanted to take greater advantage of the flat beds to get more sleep during their journeys.
"We wanted to let people know about our enhanced services, such as the option to eat dinner and breakfast in the lounge before and after take-off to maximise sleep time," says Abigail Comber, BA's senior manager for advertising and sponsorship.
Strategy: Digital agency itraffic was commissioned to create an online campaign that integrated with the 'More beds, more places, more often' TV ads. BA wanted its customers to be able to feel the difference of the new enhanced Club World Sleeper...