The programme of activities included the traditional above-the-line print and outdoor components, however, the twist came in the form of booths at the Airport Express and a storefront window display in the Central business district showcasing BA's business class flat-bed facility, described by M&C's director of integrated service, Thierry Halbroth, as the only truly flat bed available in business class on any airline in the world.
"This is why BA ads show the beds as the eye would actually see them, while other airlines picture them from the top down because they are not actually flat but lie at a slight angle down to save on space, he said.
The booths allowed people, on their way to Chek Lap Kok airport, to try out the beds and take away gifts, consisting of BA-branded pillows and music CDs.
M&C chief executive officer, Ian Thubron, said: "Simply going above-the-line would not have been impactful. We needed an integrated approach which is why we looked at producing a campaign with many parts, which formed a coherent whole."
