British Airways: Mosaic

OgilvyOne London

Entry Information

Country where program ran: Global
Program start date: 01/01/12
Program end date: 03/31/13
Advertiser/Client Name: British Airways
Product/Service Description: The Executive Club is British Airways' loyalty programme and has over 7 million members worldwide. At the end of 2011 the Club was re-launched to its members with a new positioning, look & feel, a new tier and several new benefits.
Category: Travel & Hospitality/Transportation (THT)

Strategy

Business problem

The Executive Club is British Airways' loyalty programme. It rewards and recognises its Members every time they travel with British Airways and their partners. After significant investment in re-launching the Club at the end of 2011 there was greater emphasis on acquisition throughout 2012. Members who join with the programme have a deeper emotional bond with the British Airways brand and this increased engagement equates to increased revenue from more frequent and larger purchases. The benefits of the being a Member of the Executive Club also support the new master brand positioning for British Airways – To Fly. To Serve. Research told us there was one big problem with acquisition into airline loyalty programmes. Less frequent travellers believe that they are not for them. "The problem with those frequent flyer programs is that I'm not a frequent flyer. I'll never fly enough to get anything out of it. Is it actually worth my while?". This is a barrier that exists across the whole category. Knowing that our audience has a unifying, sceptical barrier to joining the Executive Club, we knew we couldn't just tell them to sign up – we needed to show them the actual benefits and prove to them that the Club is designed precisely for people just like them.