DIRECT: Joshua fights the battle for BA long-haul

British Airways Holidays has awarded its pounds 1.5m direct marketing account to Joshua as part of a new drive to push its long-haul holidays operation.

British Airways Holidays has awarded its pounds 1.5m direct

marketing account to Joshua as part of a new drive to push its long-haul

holidays operation.

The account, won in a pitch against Tullo Marshall Warren (TMW),

involves creating press advertising with direct response phone


Joshua, a British Airways roster agency along with TMW and Claydon

Heeley, will handle campaigns for the next year, with activity

concentrated in September and January, the key times for booking

long-haul holidays.

BA wants to increase response to its ads for holidays in 40 exotic

destinations worldwide, and 100 city destinations in Europe, the Middle

East and North America.

Amanda Phillips, director of Joshua, said: ’The press ads have been

designed to target consumers in the market for last-minute holidays

through classified price-led advertising, as well as using larger spaces

to attract consumers browsing for a holiday well before their departure


British Airways will continue to run direct response ads for its

holidays in The Sunday Times, The Sunday Telegraph, The Mail on Sunday,

The Guardian, News of the World and the Evening Standard. Joshua will

also test advertising in a range of other daily newspapers, as well

trade press publications and specialist titles.

Phillip Browne, senior marketing manager of British Airways Holidays,

said: ’Joshua’s approach is sufficiently flexible to encompass city

breaks, fly-drive and premium long-haul holidays, as well as being

capable of translation across a wide range of media.’


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message