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