THIS WEEK: Body Shop BA link-up to push green issues

The Body Shop is taking to the skies in a marketing alliance with

British Airways that will see both companies sharing the same

campaigning platform on environmental issues.

From next summer, Body Shop products, along with information on their

campaigns, will be offered free to passengers travelling in BA’s Club

World class.

Over two million packs will be distributed to an audience mainly made up

of affluent and older decision-makers, giving The Body Shop an

opportunity to widen the exposure of its brand.

At the same time, The Body Shop, which has been at the forefront of

campaigns on everything from saving whales to protecting rainforests, is

keen to bring BA’s corporate muscle to bear on some of its projects.

The Body Shop’s head of marketing, Sandra Pickering, said: ‘It is early

days yet but we are looking for a joint venture on things other than

just products.’

She said in the past The Body Shop had worked mainly with charities and

environmental groups and this was its first major business marketing

link-up.

By offering a gift set of Body Shop products, BA raises the stakes in

the customer service battle which has seen Virgin introduce a chauffeur

service and showers in airport lounges.

This article was first published on Marketing