Business Travel
Engaging the world’s high fliers
The challenge
British Airways wanted to engage and inspire one of its most valuable audiences – global business travellers – by making British Airways the voice for business travel.
The solution
After extensive audience research, we set out to transform British Airways’ business owned media into a dynamic conversation platform for the business flier community.
To spur inspiration we curated industry expert views across tech, trends, talent, thoughts and travel, and seeded content with an always-on strategy across digital, social and print channels to generate debate and discussion.
Through BA Media we targeted brands seeking to engage the business audience, forming new partnerships and optimising media sales opportunities.
The detail
Relevant, bespoke content is created through video, social media, inflight entertainment, the British Airways’ Business Hub, email, as well as through Business Life magazine.
With every piece of content we seek to foster the community of British Airways’ business fliers, inviting comment and ideas via LinkedIn which are then featured alongside the views of renowned business commentators and thought leaders.
across Youtube content over a 12 month period. Video content streams like the On Business stories series and the London-San Jose route launch campaign feature connections between global business founders.
The results
The strategy has succeeded in growing British Airways’ business traveller audience and engaging advertisers including BMW, BP and Rackspace.
The video content created across the campaigns and projects has achieved over a million collective views and generated significant debate and discussion in the media – both social and mainstream. Business Life magazine continues to go from strength to strength and has grown its audience by over 250k readers in just two years.
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Content Marketing Association Awards
Designer of the Year 2016British Airways – Henry ElphickHenry Elphick was awarded Designer of the Year for his work on First for British Airways.