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January 25, 2007
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BA goes experiential to launch new look Club World




British Airways (BA) recently revealed its newly designed Club World business class cabin through a specially organised event in London, highlighting one of the most anticipated launches within the airline industry this year. Focused on the entire end-to-end passenger experience, BA’s experiential communications agency PCI Fitch, which was appointed earlier this year, created and developed the concept behind the London launch event.    

Held over three days at East Wintergardens in Canary Wharf the launch introduced international press, members of the airline’s frequent flyer programme, the Executive Club, investors, corporate and leisure agents to the new-look Club World. BA chief executive Willie Walsh, together with members of senior management, addressed the audience, explaining what the it would mean for passengers. And for those of you out there that fly Club World, apparently a newly developed seat provides greater comfort, while a redesigned cabin will offer passengers more privacy and storage space – not quite economy then!



The London event forms part of an 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 deliver the new Club World experience – “a place where style and service effortlessly combine”. Included were a Club Dining Room, kitchen, private cinema and bedroom areas, complete with full-size versions of the new seat, just like passengers will be able to enjoy during their flight.

Commenting on the event, Jayne O’Brien, head of brands and marketing communications for BA, 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.”


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