First-Class Traveling Suits Men on British Caledonian

If you’re male, it might suit you to fly British Caledonian Airways before the end of the month.

In an unusual promotion, the carrier is giving Austin Reed-brand men’s suits to passengers who fly first-class round-trip to London from Atlanta, Houston or Dallas. The fare between Atlanta and London is $3,456; between the Texas cities and London it is $4,406.

Most airlines have frequent-flyer programs to attract passengers and thus feel no need for such giveaways, observers noted. But British Caledonian does not.

A spokesman for the airline said 380 suits have been given away so far in the promotion, which began Sept. 1 and runs until Oct. 31. The suits, which come in either dark blue or charcoal black, would retail for between $400 and $500, the spokesman said.

“This was a way of generating more business in the front of the plane (the first-class section) on these routes,” he said. “We have been extremely successful in the back of the plane but only moderately successful up front.” The promotion has increased first-class loads on the routes by 11%, he added.

In order to get their suits, passengers must have a card stamped when they board the plane in each direction. They must mail the card to a Chicago affiliate of Austin Reed, a well-known London clothing firm, with their measurements. Passengers are responsible for having any necessary alterations made.

The British Caledonian spokesman said that since 97% of the airline’s first-class passengers are men, it has made no provision in the promotional campaign for women. Women travelers, he said, are given men’s suits, which they can use as gifts. “We have received no complaints,” he added.