Miller/Huber Relationship Marketing launched British Airway's Venture Club last week with a direct response campaign aimed at small to midsized businesses.
The work is the shop's first for BA since winning its business-to-business marketing account last April. Billings are estimated at $25-30 million, making it the $120 million San Francisco shop's largest client.
BA's Venture Club is a rewards program that offers members discounts and perks that Fortune 500 companies enjoy. It is being introduced in the U.S. and is due to roll out worldwide before year's end, said Miller/Huber executives.
"Consumer research showed us that owners and executives of small and medium-sized businesses have an emotional bond with their companies," said agency president Floyd Miller. "They have a sense of belonging, and they think their group is one of a kind."
The initial work--about 40 direct mail pieces, brochures and other collateral--is hitting Boston, Dallas, Philadelphia and San Francisco. Designed to look more like creative print ads than traditional direct mail, the work is dominated by group portraits by British art photographer Neil Slavin. The groups include swimmers from the Channel Swimming Association and students from the Restaurant School of Chefs.
The work uses the headline: "Finally a corporate travel program as unique and rewarding as your own organization."
"We wanted to show ordinary people and be visually arresting," said Miller.
A Web site and online ads support the effort, but this first phase does not include any other advertising. BA's ads are handled by M&C Saatchi, New York.