Magazine article Marketing

BA Lavishes 100 Million Pounds Sterling on Premium Boost

Magazine article Marketing

BA Lavishes 100 Million Pounds Sterling on Premium Boost

Article excerpt

BA is spending |pounds~80m over two years to improve its premium products and another |pounds~20m on its first fully integrated global ad campaign -- to woo business travellers when they start flying again.

"We're investing in the long term to be at the peak of competitive fitness," says deputy chairman and chief executive Sir Colin Marshall.

The big spend, should leave BA well placed to exploit the recovery. It covers new Heathrow lounges, new airline seats and individual TVs in Club Class and a complete refurbishment for Concorde. It also includes the fourth staff training exercise at BA since to smile in 1983.

The "good news message" as PR director David Burnside calls it, was released at a convenient time -- just as BA is suffering bad publicity over its |pounds~750m deal with US Air, currently grounded by industrial action.

Saatchi and Saatchi spent one year and |pounds~1m on producing the new TV ad which will appear on 45 channels worldwide. …

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