Magazine article Marketing

Editor's Comment: Timing Is Right for Upbeat BA

Magazine article Marketing

Editor's Comment: Timing Is Right for Upbeat BA

Article excerpt

It has been years coming: the BA campaign tasked with re-instilling trust in this country's flagship carrier airline is about to break (see page 1).

Industrial strife has prevented BA from promoting its brand in the past two years, and Bartle Bogle Hegarty's work is much anticipated So much so, that even The Sun saw fit to reveal, earlier this month, that the campaign will lionise BA's pilots as being a reason to choose the airline.

Other sources tell us that the ads play on BA's decades of aviation heritage, in a bid to rekindle consumer fondness for the airline.

Reliable pilots? An emotionally reassuring trigger that will resonate with BA customers. A look back at the brand's glory years? This is a riskier creative strategy for a company whose brand is about appearing to be cutting-edge.

Such quibbles aside, the feel-good factor around BA is building again International Airlines Group, formed by the merger of BA and Spain's carrier, Iberia, recently announced a return to profits. …

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