The sales drive is spearheaded by a new national television advertising campaign with the message `It`s better to be there`.
The campaign is aimed at significantly increasing the airline`s current volumes of business travel from the UK to all parts of the globe.
Rod Eddington, the airline`s chief executive said: “The last 12 months have been extremely challenging and 2002 will be equally demanding. Over the last few months we have run a number of successful leisure campaigns and today we are launching our biggest ever business travel initiative to help British business compete.
“Our campaign will give a real boost to stimulate the business travel market and is designed to significantly increase demand for premium travel.
“We have launched a range of travel offers to encourage British businesses men and women to travel and to get back to doing business in person.”
Welcoming the campaign launch, Baroness Symons of Vernham Dean, Minister of State for International Trade and Investment, said: “British business must compete in the global marketplace. Now is the time to get out there and build up long term business relationships for the future.”
Corporate customers of the airline will be offered value added incentives tailor made to their individual needs. These range from ground incentives such as free car parking at airports and free car hire to cabin upgrades on board British Airways aircraft.
Members of `On Business`, the reward scheme for small to medium-sized companies will be offered bonus points for free flights and hotels.
Members of British Airway`s Executive Club who have not flown since September 11 will be offered a bonus of 5,000 free BA Miles if they travel between January 21 and March 31, 2002. Those who have continued to travel since the USA terrorist attack will be offered accumulative bonus miles, which will increase with the number of journeys taken.
During the next two weeks, the airline`s sales force will be meeting all of its key corporate and travel trade customers to brief them and work with them on the campaign.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
