Major Marketing Push Kicks Off 2000

5th Jan 2000

British Airways has started the New Year with its largest fully-integrated marketing campaign.

Never before has British Airways hosted such a concerted campaign aimed at business and leisure passengers, as well as travel industry and staff, including a `door drop` set to reach 23 million UK homes.

From tomorrow, 23 million UK homes are being given the chance to fly Concorde for only £160, go around the world for just £140 or get incredible discounts to more than 150 destinations.

International soccer star Michael Owen `kick started` this deal of the new millennium being offered across the country to get people travelling in the 21st Century.

The campaign involves:
á National promotion distributing vouchers to 23 million homes
á A multi-million television, radio and print campaign from Jan 4 -10 - under the banner of “Who says Christmas is over?” Media advertising alone accounts for £1.75 million.
á A special billboard on Cromwell Rd in London.
á Internet advertising.
á Additional £5 gift voucher for when booking on-line through the BA travel service.
á A lively radio competition from January 7 -14 with Magic FM which involved further giveaways on British Airways flights.
á Direct mails of special offers to 630,000 Executive Club members.
á Business-to-business communications to trade and corporate partners.
á Point of sale/displays at British Airways travel shops throughout the UK.


As a part of the consumer campaign, these `once in a lifetime` deals will literally drop on people`s doorstep from this Thursday, January 6 as British Airways takes on the huge task of delivering special gift vouchers through the postboxes of millions of UK homes.
No-one will know until they open their vouchers which gift discounts they will receive for use by between two to six people. People could be whisked away on Concorde or Round The World flights, win domestic flights for `a tenner`, a British Airways Holidays` city break (two nights) in Europe for £20, enjoy free upgrades to Club Europe, and free upgrades to Club World and take advantage of discounts off British Airways Eurotraveller and World Traveller fares.

Tiffany Hall, British Airways Head of UK and Ireland Sales, said UK residents have the unique chance to save thousands of pounds for top-class travel. Concorde for £100 is a saving of more than £5,000 off the standard premium flight price and the round the world ticket represents savings of more than £1,000.

Ms Hall said “It is the luck of the draw which voucher drops through the letterbox, with 30,000 homes set to receive the top prizes and millions of homes receiving significant discounts.”

She said that even at a minimum, people would receive significant discounts off already competitive fares. These prizes, available for up to six people, range from
up to £50 off flights to North America, £200 off flights to Western Australia; £150 off the Middle East; £125 off flights to the Far East; £100 off fights to Africa; £75 off the Caribbean and up to £50 off European travel.



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