Magazine article Marketing

BA Picks Park Avenue to Lift Profile of Brands

Magazine article Marketing

BA Picks Park Avenue to Lift Profile of Brands

Article excerpt

British Airways is to emphasise its connection with the London Eye and back the rollout of new brands, such as Club World, with a range of special events and marketing initiatives through brand communication and events agency ParkAvenue.

The appointment comes as the airline attempts to strengthen its brand following disappointing results in May, when it announced its first losses since privatisation, followed by the departure of chief executive Bob Ayling.

Park Avenue has been involved with BA for the past four years on a project and consultancy basis. It has worked on projects including the launch of the London Eye on millennium eve and the creation of Home Planet, the BA-sponsored ride in the Millennium Dome.

Now, BA has hired the agency to work across its brands on a permanent basis on special events and to bolster its corporate identity.

Hugh Carswell, operations director at ParkAvenue, said: "Not many people know BA is behind the London Eye. …

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