British Airways Executive Club : Mosaic

This UK DM campaign for British Airways targeted the airline's top 500 customers with a personalised book under the proposition 'Every detail matters', to raise awareness of its new first-class cabin.

British Airways Executive Club : Mosaic

OgilvyOne UK

The team

Charlie Wilson, Emma de la Fosse, Tooky De Vall, Peter Mabbott, Tom Mann, Andrew Boggs, John Thompson.

How did the campaign make a difference?

After five years redesigning its First Class product, this British Airways campaign drew the eye to small but important aspects and helped retain one of its most valuable customer segments. 500 books were delivered and in four months 1,294 bookings w

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