Air Transport World

BA scores big

British Airways' premium service marketing campaign is proving to be highly successful, both in increased business and as an attention-getting device, according to a BA spokesman.

The campaign is the third in a series that offers business-class passengers guaranteed service backed up by free frequent-flier points on any of BA's U.S. code-sharing partners. It is different, however, in that the first two campaigns guaranteed only that the airline's new cradle seats were 'the world's most comfortable seat' for business-class service. The campaign, which runs through June, guarantees the 'world's best total business-class experience.' Any passenger who is a member of BA's Executive Club, frequent-flier program, who travels round-trip on the Atlantic in its Club World business-class section and writes a letter citing a problem - that is accepted by BA as legitimate - receives 25,000 frequent-flier miles, enough for a round-trip flight within the continental U. …

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