The big picture: BA unveils redesigned Executive Club cards

16 Nov 2011 by BusinessTraveller

British Airways has unveiled the new designs for its Executive Club Blue, Bronze, Silver and Gold cards, as part of the revamp of the loyalty scheme, and the launch of the Avios currency.

Avios is officially launched today, replacing the previous Airmiles, BA Miles and Iberia Plus miles, and introducing new car hire and hotel redemption options. For more information on the launch, click here.

To coincide with the launch BA has revamped its Executive Club scheme, with an all-new Bronze tier (see online news October 18), and new card designs for each tier level as shown below.

The new Blue card design features "a distinctive kite motif to reinforce the theme of flying", while the Bronze card features a "dramatic silver streak across a Bronze background".

The Silver card shows a "dynamic silver ribbon rippling across the front", and the Gold card has a "subtle graduated gold front with a bold gold speedmarque in the centre".

Commenting on the new designs BA's head of customer engagement Ian Romanis said that the airline felt it was "absolutely the right time to give the Executive Club a relaunch and a refresh, with a new visual identity which very much fits into our corporate vision. "

"For the Blue, Bronze and Silver tiers we wanted to make the cards more contemporary, and really reflect the spirit of those tiers in the designs," said Romanis. "And for our Gold customers we felt it was important to use the identities that are at the heart of our brand, so we've introduced a more contemporary version of the card using the speedmarque, and focused on elevating the card to the next level with the quality of production and the gold colour."

Romanis said that elements of BA's relaunched Executive Club website pages will also look significantly different, and added that over time the scheme will phase in changes including new fulfillment packs for each tier, and new email templates.

For more information visit

Report by Mark Caswell

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