Concept and Copywriting
I worked on numerous Avios projects before the company was taken over by BA’s parent, IAG. Avios members needed to collect a lot of points before they could redeem them for flights. So my copy had to encourage members, and give them hope of being able to achieve their objective. For this Tesco Club Card offer, my art director James Ellis and I came up with the idea of using a typical Tesco store aisle as a way into attractive travel destinations. James and I like to use animated Gifs in our email headers, as we did here, first because they help us grab the reader’s attention, and secondly because they allow us to convey more information quickly.
We created this at Soul.