BA Effort Stresses Online Check-In

NEW YORK Traveling with children is hard enough. A new multimedia campaign from Bartle Bogle Hegarty for British Airways promotes its online check-in service to families to help ease the pain on travel day.

The airline introduced online check-in in 2000 for its business-class customers and saw adoption rates rise to 50 percent, according to the company. Last year, the service was extended to families checking in with children.

The campaign consists of two print ads running in publications such as OK! and Hello. The ads show dozens of individual items such as barbells, bathing suits and boxing equipment against a white background. The items surround the sentence, “If only getting a beach body was as simple as checking in from home.”

“Even though we’re showing loads of different images, you look at it like it was one image,” said Adrian Rossi, cd on BA for BBH in London. “You see it all as one, but if you spend time with it, you’ll see the details,” he said.

Each of the images was shot individually and then incorporated into a poster. “We’re doing the equivalent of one still life and times it by a hundred. Each one has to be lit individually and art directed,” said Rossi. “If you were going to do a still life of one image of just a hat, you would spend one day doing it, so we’re trying to get that level of craftsmanship on each one.”

In addition to print, there are three 30-second radio spots, direct marketing and updates to ba.com, the airline’s Web site. The campaign is scheduled to run for six weeks. Spending was undisclosed.

“We’re trying to get more customers to use online check in because we feel that that’s the way airlines are going. Customers can have the emotional reassurance of having checked in and then only having to go through security,” said Suzanne Andrews, business and product marketing manger for BA, based in London. “Because these people don’t travel very often, we probably don’t have a direct relationship with them, so we can’t just send them an e-mail.”