BA kicking off made-in-HK campaign for Plus class

<p>HONG KONG: British Airways is rolling out a made-in-Hong Kong </p><p>campaign to promote World Traveller Plus, its new class of travel for </p><p>long-haul economy passengers. </p><p><BR><BR> </p><p>The new class consists of five rows of seats located between economy and </p><p>business, and is targeted at travellers who want greater comfort </p><p>compared with economy, but at a more affordable price than business </p><p>class. </p><p><BR><BR> </p><p>The M&C Saatchi-produced campaign hinges on a series of print ads which </p><p>promote the main benefits available to World Traveller Plus </p><p>passengers. </p><p><BR><BR> </p><p>The benefits include twice the hand luggage allowance and more elbow and </p><p>leg room. </p><p><BR><BR> </p><p>British Airways Far East area sales and marketing manager, Colin Roy, </p><p>said the campaign had been produced in Hong Kong as the Hong Kong-London </p><p>sector is one of the first routes to offer the new service. </p><p><BR><BR> </p><p>"The objective is to get the message out in an effective manner that </p><p>there is this new and enhanced premier class in which the primary new </p><p>point is there is more space at a competitive price," he said. </p><p><BR><BR> </p><p>Roy said that the campaign could run globally as the new service rolls </p><p>out in other markets. </p><p><BR><BR> </p><p>"Since the ads draw people to the fact that there is more space in this </p><p>new class, they can be adapted for use in other major BA markets such as </p><p>South Africa, New Zealand and Australia," he added. </p><p><BR><BR> </p><p>Roy said that World Traveller Plus class is being introduced after </p><p>extensive research into passenger needs and wants were conducted in the </p><p>late '90s. </p><p><BR><BR> </p><p>"We recognised that there was a need that had to be addressed because </p><p>the market segment is not small - we estimate that about 15 per cent of </p><p>the total market will be catered to by World Traveller Plus." </p><p><BR><BR> </p><p>The campaign also includes below-the-line activities, such as direct </p><p>mailers, and sales executives educating travel agents on the new product </p><p>in sales calls to the travel trade. </p><p><BR><BR> </p>