Unknown to most, the Executive Club is a truly diverse frequent flyer programme made up of highflying business-types to once-a-year travellers – all of whom benefit from the Club in their own way. And it was this diversity along with the sheer size of membership that gave strength to the creative executions.

During the campaigns first six months over 77,000 potential members came through to the Executive Club landing page directly from the campaign’s unique URL. This increased acquisition by 2.7% vs. the same period last year equating to an additional 17,745 members.

Online banners also saw an above-average click through rate of 0.39%.

One channel that has performed particularly well is email. We sent a 'Direct bookers' email to all customers who made a booking on ba.com. Since implementing our ‘Mosaic’ creative we have seen a 50% uplift in signups from this channel vs. the same period last year.