Agency.com New York has announced a
new interactive campaign to kick off the launch of British Airways’ new
Club World business class in the US.
  The campaign includes cross digital programs and celebrates the new
features of British Airways’ Club World, by using first person perspectives
through clickable video testimonials. The North American digital marketing
efforts support Club World’s new proposition, “New Club. New Rules. Yours”,
by illustrating how British Airways empowers business class travelers to
control their own travel experience.
  British Airways set the industry benchmark with the launch of the first
flat bed for business customers in 2000. Since that time, the business
class products of many airlines have become indistinguishable. The most
recent $200 million (100 million euro) overhaul of Club World was 5 years
in the making and re-establishes British Airways’ position as a market
leader. The new Club World business class has been available on most
flights departing from JFK since April 2007, and will be available on most
other long haul flights by May 2008.
  Online ad units help to showcase the new features of the Club World
experience. They include video of business travelers discussing what’s
important to them and their new rules for comfort, space, privacy and
amenities. The expandable units also highlight the new features of Club
World business class including an in-flight kitchen, touch button privacy
screen, a new seat that’s 25% wider and has a Z-lounge position.
  The ads bring visitors to the new Club World Web site at
http://www.BA.com/newrules, where a British Airways Ambassador leads them
through a tour of the new features. Users can click on hotspots to see
these features come to life and listen to the Ambassador’s commentary.
While on the site, travelers can send a link about British Airways’ new
Club World to their travel planner, read a smicoen a uthd
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Club World businuss class, flyers have control of their end-to-end
travel experience with more privacy,0greater comfort, on-demand
entdrtai�ment and a convenient in-flight kitchen,” said Woody Har�ord,
Senkor Vice President, Commercial North America of British Airways. “Our
digital marketing efforts demonstrate the new features of Club World in a
non-intrusive, yet engaging and creative way.”
  As part of the launch, Agency.com also designed an interactive
“fuselage” equipped with touch screens for launch events and conventions.
The touch screens allow users to explore the new Club World business class,
and experience the new product and features even before they fly. The
screens will be included in a larger British Airways fuselage exhibit
scheduled to debut at the NBTA 2007 Conference in Boston this July.
  Online ads will appear online at news, travel and business sites such
as Forbes.com, WSJonline.com and NYtimes.com among others.
  British Airway’s offline agency, Bartle Bogle Hegarty (BBH), created
print ads, radio spots and television commercials that are currently
running on US television.
  “Using online video to help tell the story is an effective way to help
further the brand proposition. We want to empower consumers by letting them
interact with all of the campaign elements when, where and how ever they
feel most comfortable,” said Douglas Kunreuther, Account Director,
Agency.com. “British Airways has been a leading partner in our interactive
communications for the last 9 years and a trendsetter in business class
amenities. This campaign truly shows their online audience why they offer
the best, personalized service.”
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