[GoldClubrenewal]

I was just informed by BA that my tier points had gone away as I had not reached the goal needed for renewal by March 2012. The only date I have ever been aware of is the date on my card which reads valid through April 2012. Working with that date, I now have sufficient miles to qualify for renewal of Gold status. Customer relations says I have no recourse and I should have known about the March cutoff.
I think this is absurd as I have no reason to use the Web site (my asst does) and I only ever see the date on the card.
I have asked for leniency as this is my first renewal, but only get the bureaucratric unbending "no", saying:
"There is no escalation to this matter and as previously advised to you by previous colleagues it simply falls down to the fact that you did not earn enough tier points to renew at Gold level. On your Executive Account you have a 12 month period to collect Tier Points to retain your membership status.
This shows on the log on page of your account which clearly states 'membership ends 08 March 2012' this will remain the same each year.You card expiry date of 30 April 2012 allows for any late tracking to be adjusted onto your account. This is the same for all Executive Club members whether Bronze, Silver or Gold.

If you wish to make a complaint regarding this you can contact our customer relations team however they cannot renew you at Gold level."


I want to make the case that this is not just patently unfair but arguably a violation of truth in advertising as the only advertising I see for my Gold status is on the card. This "late tracking" issue is clear a minor point to how any typical customer would view their account.

While BA can clearly stand on legal/technical grounds, I find this policy wrong, misleading, and their treatment of Gold members, who are supposedly "cherished" and "special", to be offensive.

I want to raise the issue with people higher in the group, beyond the lemmings in Customer Relations.
Is there a way to do this?
Thank you