Interactive Video and Digital Out-of-Home Showcase New Club World
New York — May 17, 2007 — 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) 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 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 and submit comments about their experience in Club World or see photos from recent launch events.
“British Airways is once again raising the bar, empowering the business class traveler to set the rules of travel to their own preferences. With the new Club World business class, flyers have control of their end-to-end travel experience with more privacy, greater comfort, on-demand entertainment and a convenient in-flight kitchen,” said Woody Harford, Senior 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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Marianne Stefanowicz
Assoc. PR & Marketing Director
Agency.com Worldwide
+1 212 358 2664
marianne@agency.com
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