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.’


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