London, Monday, May 3, 1999: British Airways tomorrow (Tuesday, May 4) launches its biggest ever offensive on the UK business travel market, offering British business some 75,000 flights, worth up to £200 million.
Supported by a £5 million advertising and marketing budget, the campaign is aimed at increasing the airline’s UK business travellers by 10 per cent during the traditional summer off-peak business travel cycle.
With latest independent economic surveys indicating that UK business confidence is starting to return, British Airways’ latest initiative will generate massive momentum ahead of competitors and also attract new first-time business customers.
The promotion, launched tomorrow, entitles anyone booking and flying British Airways Club World, First class or Concorde, before the end of July, to get a free ticket (subject to payment by the passenger of all applicable taxes, fees and charges) for a companion next time they fly with the airline. Tickets can be used on the entire British Airways network which spans some167 destinations around the world.
Coming ahead of a massive investment programme in some of its key business products and services later this year, the new business drive further underlines the airline’s focus on premium passengers. It is also in line with the airline’s well publicised new fleet strategy and plans to increase the proportion of seats in premium cabins.
Tiffany Hall, the airline’s Head of UK & Ireland Sales, said: “This campaign, our biggest ever business travel initiative in Britain, puts us in the driving seat and is designed to translate those early signs of UK business confidence into increased levels of premium class sales. It is an amazing deal, offers real value for money, and is carefully timed to maximise the potential buoyancy of the market. “