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BA launches Internet portal for club card holders.(British Airways PLC)(Brief Article)
British Airways has selected TBWA/London to handle the launch of its Internet portal, which is to be aimed at club card holders.
TBWA/London, which already handles the airline's Airmiles scheme, won the account following a six-way pitch against Ogilvy and Mather, Bartle Bogle Hegarty, Soul, M&C and an unnamed agency.
London-based independent shop Unity has been appointed to handle the media planning. The appointment will come as a severe blow to BA's current agency M&C Saatchi, which currently deals with the bulk of the company's business.
Earlier this year TBWA was awarded the 1.5 million [pounds sterling] Airmiles account. This is believed to have been a significant factor in the agency winning the Internet portal account which is worth 6 million [pounds sterling].
It will be referred to as `Project Quicksilver'.
The portal will offer visitors information on travel, fashion and leisure. It will also offer travellers the opportunity to obtain BA Miles, the new BA loyalty scheme, which became available to Executive Club members from October 1. Airmiles has become a separate entity.
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