Latest News »News Archive
Brand Experience: British Airways launches new club world
BRITISH AIRWAYS recently revealed its newly designed Club World business class cabin in London, highlighting one of the most anticipated launches within the airline industry this year. Focused on the entire end-to-end passenger experience, British Airways' experiential communications agency PCI Fitch who they appointed earlier this year, created and developed the concept behind the London launch event.
The three day launch took place at East Wintergardens in Canary Wharf for international press, members of the airline's frequent flyer programme, the Executive Club, investors, corporate and leisure agents. British Airways' Chief Executive Willie Walsh together with members of senior management addressed the audience with details of this exciting development and explained what the new Club World would mean for passengers. A newly developed seat gives travellers greater comfort whilst a redesigned cabin environment including refined furnishing and ambience, will offer passengers more privacy and storage space. PCI Fitch was responsible for the design of Club World's launch event that forms part of the overall integrated global launch; concentrating on the entire end-to-end passenger experience from pre-flight to post flight.
PCI Fitch transformed East Wintergardens to introduce and represent the new Club World - a place where style and service effortlessly combine. A Club Dining Room, Kitchen, Private Cinema and Bedroom areas complete with full size versions of the new seat, were created to reflect the characteristics of BA's new Club World. The enhanced seat has been designed for optimum business functionality - from a larger table and new personal stowage drawer for laptops, to individual adjustable lighting and a touch-button privacy screen - allowing passengers to work in peace.
If travellers want to unwind, an on-demand private cinema, complete with touch-screen technology, puts control at their fingertips. There are over 100 great movies and TV programmes available. Rewind and fast forward - or hit pause to take a break and passengers can help themselves to a snack from the new Club Kitchen and then return to their movie.
Belongings can be stowed away in the laptop locker before travellers drift off in their own private cocoon under a new soft quilt. Featuring an even more comfortable fully flat bed - which is now 25% wider and extends to 6' 6" in the new ‘z' position - passengers can enjoy the perfect night's sleep.
Jayne O'Brien, Head of Brands and Marketing Communications for British Airways, said: "This is an exciting new step for British Airways' in terms of creating a Club World product that will exceed passenger expectations. The launch event was a great success and PCI Fitch's energy and creativity was instrumental in delivering this integral part of our marketing communications strategy. New Club World is all about the complete end-to-end passenger experience; whatever you do, it's your club. You're in control of your journey so you will arrive refreshed, relaxed and ready for business."
22 January 2007