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Times Media wins exclusive press campaign to promote BA Club World

5th December 2007

Times Media, the publishers of The Times, The Sunday Times and Times Online, today announces a co-branded partnership with British Airways to promote the airline’s enhanced service and business class cabin, ‘Club World’.

The partnership, which is entitled The Grade, will invite readers to contribute to the creation of a definitive list of the best venues in which to eat, relax, entertain and sleep around the world. It launches exclusively in The Times on 30 August and runs until January 2008.

The Grade will be introduced to Times readers through a series of eight interviews with successful business men and women. They will talk about their favourite venues around the world on the travel page within the Thursday business section. This will be alongside a new series of features on international business destinations.

The extended interviews will be published in full on British Airways’ Club World microsite at Times Online. Readers will be invited to nominate their favourite places to eat, relax, entertain and sleep in return for the chance to enter a draw to win one of four holidays for two. The prize includes return tickets in British Airways’ Club World cabin to some of the world’s best long haul destinations. In the following eight weeks, The Times will profile the best of the content submitted online by readers and in the final four weeks of the campaign, each theme will be taken individually, rounding up the best of the venues submitted to create The Grade.

The in-paper and online activity will be supported by a series of 40 co-branded advertisements, a display campaign and an online campaign will direct Times Online readers to the microsite. Its success will be measured by pre, mid and post campaign research.

Abigail Comber, British Airways’ marketing communications manager, said: “Times Media has devised an exciting commercial property that clearly represents Club World’s values and enables readers to interact with the brand. Their creativity coupled with their market leading position in Business made them an ideal partner to work with. We look forward to seeing the range of destinations, restaurants, hotels and spas that make The Grade.”

Claire Myerscough, Development Director, Times Media, commented: “The Grade is a fantastic collaboration between British Airways and Times Media. We have worked hard to create an engaging commercial cross-platform editorial property in a relevant environment that will successfully communicate Club World’s superior service to our business audience. It is an excellent example of how Times Media’s commercial teams are now working together to offer clients the best all-round service.”

The Grade was created by Times Media Solutions, Client Sales and Digital Sales, the Times editorial, British Airways and Zenith Optimedia.