468 Relationship Marketing
Table 6.2.2 (continued)1993 BA offers chance to keep fit, with stretching and relaxation exercises and
healthier meals.
March BA launched a £8 million campaign to promote Club World.
May Chase Manhattan and BA are launching a new credit card which offers
many perks in the growing trend for credit card issues to link up with frequent
flyer schemes.
June Cathay Pacific to link with BA in frequent flyer programme.
September BA and Sainsburys linking up again for Buy and Fly discount ticket
offer with a promotion that will be the biggest ‘freebie’ since the Hoover free
flight fiasco.
September BA has £15 million promotion to double the benefits of frequent
flyer for winter, passengers getting double Air Miles for full price tickets pur-
chased.
September In-flight telephone calls.
October BA launches ‘The British Airways Dream Ticket’ multi-million pound
promotion for business and other premium-class tickets. Dream Ticket is the
largest BA give-away since the World’s Biggest Offer in 1991.
1994 Club Europe relaunched, in response to the Eurotunnel.
January Campaign to celebrate success of the New Club World arrivals lounge.
May BA owns Air Miles 100 per cent now.
May To build Middle East market, image campaign including Arab in-flight enter-
tainment and food and Arab crew.
May New first class, with movable seats and meals anytime you want and new
£80 million interactive stereo system and video.
June Campaign by Booth Lockett Makin to reposition Air Miles as not just for
business customer but also for everybody person.
July BA passengers able to play Nintendo video games on long-haul flights.
August BA has cut the cost of fares in October and November price war to
celebrate its 75th anniversary, sparking a transatlantic price war.
September BA £25 million campaign to encourage business travellers in
Europe to switch from economy to business class as recession ends.
1995 January World Offer gives 80 destinations for cut price.
BA’s £85 million advertising account.
February BA rated 12 out of a survey of 46 carriers. Zaget surveyed 9394 fre-
quent flyers and 667 travel industry professionals.
February Travelex to provide exclusive worldwide currency service for
Executive Club members.
BA to test headphones which emit silence.
Trial shop from an electronic catalogue, make flight and hotel reservations,
book car hire, retrieve financial information via BT Racal/Honeywell on BA.
In-flight entertainment incorporates credit card swipe reader. In-flight betting
introduced.