Our proposition was Get in minutes what it has taken you years to earn with another airline. We were talking to battle-hardened weary business travellers. So we set up a Massage Area in Heathrow Airport’s Terminal 4. Our poster showed how many flights it usually took them to get their Gold or Silver status - and how damaging this was to their posture! Our headline pointed out there was now a much easier way to get the same Status.We also handed out leaflets inviting travellers to get a free massage – and register for an easier way to get Gold and Silver status.

At the time of writing the campaign still a month to run. However, the results have been remarkable.55,322 unique visitors to the website16,381 of these visitors have registered with a Star Alliance airlineThey are precisely the customers we were seeking: 53.62% have been “stolen” from British Airways.15.80 from KLM6.55% from Virgin AtlanticPlease play the video provided