Peter Campbell, reporting for FT:

Virgin’s latest campaign, called “Save Your Tiers” included posters in Heathrow’s Terminal 5, BA’s main hub, as well as across social media. It offered upgraded membership to anyone with an upcoming Virgin Atlantic flight booked, regardless of whether they are already a member.

Since launching the offer, “we’re firmly in thousands” of people joining, “and we’re only halfway through”, Anthony Woodman, head of Virgin Flying Club, told the FT this week. “We expect a lot of volume to come through in the next half… hopefully we’ll get into tends of thousands.”

Virgin has blanketed T5 with the posters.