Project Information

In response to the high demand for information from older students, contained on this page is some relevant information about the branding, marketing, advertising, and promotion of the British Airways London Eye.

The Brand - Distribution - Pricing - Advertising and promotion - Research - Guest Experience

The Brand

The British Airways London Eye brand is the 21st Century symbol for Britain that provides a unique and inspiring experience offering spectacular views, bold, stylish design and a central location.
The British Airways London Eye stands for the best of British architecture, innovation and engineering, instills a quiet pride and passion in its citizens, awe and amazement in all visitors.
The British Airways London Eye is 'the way the world sees London'. The brand attributes are: inspiring, visionary, unique and sophisticated. Their task, as the team that deliver the British Airways London Eye experience, is to bring these attributes to life with consistency, confidence and passion. They aim to deliver the promise of our identity and to meet and exceed our customer's expectations.

The Brand - Distribution - Pricing - Advertising and promotion - Research - Guest Experience

Distribution

The London Eye operates a timed ticketing system, which enables the customers to choose their preferred time and date for their visit.
Bookings can be made on line at ba-londoneye.com or through an automated phone line. Although it is recommended to pre-book in order to secure a flight, particularly at peak times, tickets are also available for purchase in the ticket office at County hall.
Tickets booked in advance are collected on site in the ticket office by swiping a credit card in the automated ticket machines.
A number of tour operators and travel agents, including British Airways Holidays, also distribute the tickets - particularly for customers from overseas or those wishing to book inclusive tours. We operate a timed ticketing system at the Eye, which enables our customers to choose their preferred time and date for their visit. Bookings can be made on line at ba-londoneye.com or through our automated phone lines. Although we do recommend pre-booking to secure a flight, particularly at peak times, tickets are also available for purchase in our ticket office at County hall. Tickets booked in advance are collected on site in our ticket office by swiping a credit card in the automated ticket machines. A number of tour operators and travel agents, including British Airways Holidays, also distribute our tickets - particularly for customers from overseas or those wishing to book inclusive tours.

The Brand - Distribution - Pricing - Advertising and promotion - Research - Guest Experience

Pricing

To ensure that the London Eye remains accessible to all, the pricing policy remains very good value for money. There is a half price rate for children under 16 and under fives are free. Concession rates are also provided for disabled customers - and free tickets for their carers. All groups and, in particular, school groups are very well catered for.
There is also offered a portfolio of different products and prices to suit every pocket - from Fast Track tickets to Private Capsules.
Throughout the year at different times there is offered special promotional prices: these may include special pricing for students and senior citizens.

The Brand - Distribution - Pricing - Advertising and promotion - Research - Guest Experience

Adverts

The London Eye was launched in March 2000 to celebrate the turn of the Millennium. The launch strategy for communication was primarily PR driven.
Images of the Eye at the heart of the Millennium celebrations were beamed around the world to millions of people. The strategy continued for the remainder of that year. Since then they have strived to raise awareness of the London Eye overseas and maximize potential in the domestic marketplace through advertising, positioning it as a 'must do' attraction.
In off-peak periods they use tactical promotions and incentives, sometimes with partners and neighbours on the South Bank and in a broader context with the London Tourist Board and the British Tourist Authority.
Events such as Christmas and Valentines Day at the Eye continue to ensure that repeat visitors to the Eye can expect a different experience each time they visit. Their website and the database behind it are valuable tools to communicate to an extremely large target market worldwide.
They use all elements of the full marketing mix in our strategy for marketing the London Eye, including a continual PR program, product placement, and e-marketing, in combination with classic above and below-the-line campaigns.

The Brand - Distribution - Pricing - Advertising and promotion - Research - Guest Experience

Research

To help constantly improve standards of service, the London Eye use many types of research. They conduct on a regular basis quantitative and qualitative research on and off site. The quantitative research helps to provide demographic data, customer service standards, and visitor interpretation and communication information.
Mystery shopper visits provide us with more detailed information on their performance right through from our customers' experience of online and telephone booking to their experience on site.

The Brand - Distribution - Pricing - Advertising and promotion - Research - Guest Experience

Guest Experience

The London Eye provides a number of services to enhance the customers experience of the Eye. The in-flight Mini guide is a pull-out map split into four fantastic panoramic photographic sections of north, south, east and west. It provides customers with highlighted images of over 60 famous London landmarks.
Also on offer is the Essential Eye guide book which makes the perfect souvenir. If you pre-order your guide book online, you will receive a ten per cent discount.

As your flight comes to an end, there will be a souvenir photo taken. There is a gift shop on site which offers a range of souvenirs and gifts.

If you book a Private Capsule, you can book a host for an additional charge. Their hosts are trained to the highest standard and have detailed knowledge of both the London Eye and surrounding sites.

All information is © The London Eye

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