When the British Benefits Friendly Society (BBFS) took on the management of BA’s staff benefits organisation known as the British Airways Benefit Fund, they enlisted the help of Marketing Zone to develop their marketing programmes. Winning the business in the face of stiff competition Marketing Zone has created an entirely new brand for this spin-off venture. Beginning with the initial briefing from the client, we have worked in partnership with BBFS to create a distinctive brand platform, brand values and a very strong identity for this exciting workplace marketing initiative.
The work completed by Marketing Zone includes provision of clear brand identity guidelines and agreed brand values which drive the positioning, service and marketing for the British Airways Benefit Fund. Branding extends through a suite of materials including stationery, brochures, exhibition stands, posters and adverts for promotion of this valuable staff scheme within the workplace. The feedback from BA people has been very positive indeed, with renewed commitment from existing members and new applications for membership.