BA links with Body Shop to boost customer care

British Airways and The Body Shop are to launch a joint marketing partnership, initially through BA’s Club World class, which could see the retailer’s skin and body care services becoming available to passengers in BA airport lounges.

The move would be similar to the service already offered by rival Virgin Atlantic Airways, which offers passengers in-flight massage and a range of Neal’s Yard cosmetics.

The BA/Body Shop link-up will take effect in summer 1997.

As a first part of the deal, BA Club World travellers will receive bags of Body Shop items. A Body Shop spokesman says it is possible the company may extend collaboration to offer services at airport lounges.

Details of the partnership will be announced at The Body Shop’s interim results meeting tomorrow (Thursday). News of the link-up came shortly after it was revealed that the company is planning a national TV ad campaign to counter Virgin’s mooted launch of a chain of 100 cosmetics and retail stores.

Hamish Taylor, general manager brands at BA, says: “We wanted to improve the well-being programme [of customer care] that we have run since 1993 and with the Body Shop we have a brand that is recognised internationally.”

Twinings is aiming to attract more consumers to its speciality tea and infusions market with the launch of a 2m press advertising campaign in food, drink and cookery magazines. The ads, through Saatchi & Saatchi, focus on the wide range of teas available and carry a freephone number inviting readers to ring for free samples. Julia Mooney, Twinings UK marketing manager, says: “This is the first time Twinings has incorporated a response mechanism in our advertising and we look forward to seeing the results.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here