CLIENT
British Airways
Elizabeth Weisser, VP of Mktg.
Amy O'Kane, Dir.- Trade & Mktg. Services
Kelly Degree, Advertising Mgr.
Deborah Cresswell, Advertising Executive
AGENCY
Brett Howlett, Executive Creative Dir.
Paul Kamzelas, Creative Dir.
Jenifer Willig, Managing Dir.
Nicole Souza, Account Dir.
Miriam Ufberg, Account Executive
Ramona Liberoff, Planning Dir.
Agency.com
Optimedia
SUMMARY
Travel to London became more challenging as consumers started using online aggregators to hunt for cheap international airfares. British Airways had a large task competing with American carriers on price. Based on research that revealed the target yearned for authenticity and cultural experiences, the campaign conveyed that the airline would bring a sense of added value to the entire holiday experience. Results met sales goals through September: Hits on BA.com were at record levels, and there was significant volume of use for BA.com content and value-added services. Credibility and ownability scores led all competitors.
