In January 1975 British Airways introduced the Shuttle system to rejuvenate the sluggish market on domestic routes. However, in 1982 British Midland began a rival service and won market share thanks to lower fares and in-flight meals. Saatchi & Saatchi's campaign aimed to increase market share by 5% and improve the positioning of British Airways as a customer-oriented airline. The campaign generated increased annual revenue annual of about £6 million from an investment of £1 million in advertising