The challenge for 2002 was to continue to build the Airbus A380 icon in a business to business arena. The pinpoint target audience for the A380 is very select: aeroplane buyers for the major carriers. MPG chose to target both these buyers and their major influencers on the customer side: this group was defined as 'Gold Card' business travellers.Television was agreed by all to be the preferred medium, as it would create the right buzz around the A380. However the limited budget initially precluded the use of TV. MPG innovatively resolved the conundrum by producing a series of high quality mini TV documentaries which led into an integrated programme of interactive elements such as TV and online competitions.