The carrier opted to use alternative mediums, from street theatre to boom gate advertising, in order to better bring the product alive, according to Huw Griffith, chief executive officer of M&C Saatchi, which created the campaign. "It ensures we reach more people and have some cut-through, he added.
Alongside actors sleeping on street benches are signs that read: "If only they flew on Club World. Club World flat beds have also started appearing in walkways at the airport.
As the first advertiser to use boom gate advertising, the agency had to broker deals with car park owners. The campaign was planned for late last year but was put on hold after the September 11 attacks. BA also decided to delay the effort until it could guarantee every flight from Singapore had the beds.
