Yes maybe not exciting or enticing but it might be handy for those just short for an uppgrade etc. who have already purchased their annual allowance and need or want to top up their account.

However, the general sale of the Avios 30% bonus offer is still on via thier website (see purchasing Avios) and I cannot see anything that excludes any BAEC member from purchasing them. This ends on the 28th of October for this 'general' sale'.

So, it looks like it is a targeted offer regarding the e-mail I posted if you have already purchased over 30,000. and again nothing to say it is just for UK residents.

For folks info, the reset allowance runs until the end of the year but the 'bonus promotional period' (30%) ends on the 28th of October.

Here is the e-mail and hope that clarifies things a bit better.

1. This promotion is only open to British Airways Executive Club Members who have received an email inviting them to purchase an additional up to 35,000 Avios (Eligible Participants). Please do not forward this email. The Promoter reserves the right to verify the eligibility of Eligible Participants. Eligible Participants confirm that they accept these terms and conditions.
2. This offer allows the email recipient to purchase an additional 35,000 Avios on top of the Purchase Avios limit they have reached prior to 12 October 2015. The offer is valid from 12 October 2015 - 31 December 2015 inclusive (the "Re-set Promotional Period"). Simply sign into your Executive Club account and make a purchase via the Purchase Avios link
3. In addition Eligible participants qualify for the following offer on purchases made between 00.01 hrs GMT Monday 12 October 2015 to 23.59 hrs GMT Wednesday 28 October 2015 (the 'Bonus Promotional Period')
0% bonus when you Purchase or Gift between 0 and 10,000 Avios
10% bonus Avios when you Purchase or Gift between 11,000 and 20,000 Avios
20% bonus Avios when you Purchase or Gift between 21,000 and 30,000 Avios
30% bonus Avios when you Purchase or Gift between 31,000 and 35,000 Avios
Simply sign in to your Executive Club account and make a purchase during the Bonus Promotional Period and the bonus will automatically be credited to your account. Bonus Avios do not count towards your annual limit.
4. Eligible Participants may Gift Avios Points (purchase for someone else) during the promotional period, provided you provide the recipient's membership number, in which case the recipient will receive:
0% bonus when you Purchase or Gift between 0 and 10,000 Avios
10% bonus Avios when you Purchase or Gift between 11,000 and 20,000 Avios
20% bonus Avios when you Purchase or Gift between 21,000 and 30,000 Avios
30% bonus Avios when you Purchase or Gift between 31,000 and 35,000 Avios
between 00.01 hrs GMT Monday 12 October 2015 to 23.59 hrs GMT Wednesday 28 October 2015 (the 'Promotional Period'). Simply sign in to your Executive Club account and make a purchase during the Promotional Period and the bonus will automatically be credited to your account.
5. British Airways plc ('BA') accepts no responsibility for Members who are unable to fulfill the terms of this promotion. BA may withdraw this offer at any time.
6. This promotion has no cash value and no cash or credit alternative is available. Purchased Avios Points are non-refundable and non-transferable
7. Avios are issued subject to Executive Club Terms & Conditions.
8. BA reserves the right to cancel or amend the terms of this promotion without notice in the event of major catastrophe, war, strike, civil or military disturbance, earthquake or any actual, anticipated or alleged breach of any applicable law or regulation or any other similar events beyond the reasonable control of British Airways.
9. By taking part in this promotion, participants agree to the personal data they supply being used by BA or its agents or subcontractors to administer this promotion, who will only use the information provided for the purpose of administering the promotion.
10. Promotional materials form part of these terms and conditions. These terms and conditions shall prevail if there is any conflict between these and the promotional materials.
11. British Airways is in no way liable for the reproduction of this promotion or indirect access via third party websites of these terms and conditions where such reproduction misstates or omits any of the information or terms and conditions connected with this promotion.
12. This promotion and any non-contractual obligations arising out of or in connection with it shall be governed by English law and is subject to the exclusive jurisdiction of the English courts.
13. The Promoter is British Airways Plc, Waterside, PO Box 365, Harmondsworth, West Drayton UB7 0GB. Registered No. 1777777.