Cannes Lions

BUSINESS CLASS

OPTIMEDIA , New York / BRITISH AIRWAYS / 2005

Presentation Image

Overview

Entries

Credits

Overview

Execution

We had Bravo rename their show: "Queer Eye for the British Guy" and move the filming to London for two episodes. For vh-1, a world famous UK recording artist promoted the BA sweepstakes. We featured those in the know the Queer Eye cast or vh-1 host/bands enjoying BA’s first class cabins or business class flat beds. BA’s London Eye was integrated into the storylines. British Airways also created a unique “London Rocks” travel package especially for vh-1.

Outcome

British Airways’ media spend had a positive impact on Total Ad Awareness +11%, TV Recall +25%, and Flat Bed Awareness +15%. First Choice Preference and Future Intent increased +9% and +10%, respectively. British Airways became the No. 1 choice among Business Travelers*. Sweepstakes generated over 100M entries. Another benefit: vh-1 booked over $160M in seats on BA. * doubling from 13% to 27% ** Source: Research International, British Airways U.S. Advertising Monitor

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