Digital / British Airways

A new way to reach new crew

Objective

British Airways launched their new Mixed Fleet in June this year. The new fleet represents their future; a fleet of aspiring and customer focused Cabin Crew who are simply outstanding at their job. The fleet also sees the creation of the Customer Service Manager (CSM) role and the new Future Talent – Crew (FTC). So with a new fleet, two new roles, a search for the best in the industry and a back drop of industrial action, there has been plenty to communicate.

What we did

Besides distilling their EVP – Be Outstanding – we designed, built and launched their Mixed Fleet microsite, which is the bedrock of the attraction campaign. And we planned and executed a media plan for the launch, and a campaign to generate a pipeline of talent to CSM, Cabin Crew and the FTC programme. The initial phase of the social media plan was a 3 month campaign on Facebook. Research showed that by using Facebook we could reach up to 80,000 potential candidates.

The results

The launch was a success. The combination of online and national media advertising generated over 400 quality applications for the CSM role. Advertising was served to our target audience – worldwide, interests: flight attendant, cabin crew – and the results have been instant and impressive. Within one week we had received over 2600 unique users to the site, and within a month this topped 4500. Throughout the campaign we are able to monitor the quality and quantity of response and if requirements change, we adjust the copy being served accordingly.