British Airways briefed us to deliver an interactive campaign to maintain Club World’s share of the business travel market, help prevent deterioration in future bookings and pre-empt the competitor response to the flat bed. British Airways faced increasing competition in the marketplace making it necessary to focus on increasing awareness of the business traveller to the additional benefits of travelling Club World and the importance that British Airways place on making the consumer’s journey as easy as possible. The campaign sat in perfect harmony with the above the line TV, press and poster work and centred on the breadth of the British Airways network, ‘More beds, more places, more often’, reinforcing the brands premium offering whilst successfully communicating the huge variety of destinations they fly to. Online units included superstitials, pop-ups, pop-unders and banners.