Magazine article Marketing

BA Answers Rivals with Price-Led Ads

Magazine article Marketing

BA Answers Rivals with Price-Led Ads

Article excerpt

British Airways, set to crash out of the FTSE 100 Index of Britain's biggest companies today (Wednesday), is to unleash a pounds 5m TV advertising-led blitz this weekend to seize back the initiative from the low-cost carriers.

BA is waiting for the anniversary of September 11 to pass before beginning the campaign, which marks a dramatic change in strategy for the airline.

Apart from a World Offers promotion in 1999, it has avoided TV ads that focus on price, preferring to communicate a premium message.

Insiders say the campaign, through M&C Saatchi, uses a fresh creative approach to flag up BA's newly competitive European and domestic fare structure, completed last month.

BA now offers standard fares on 170 short-haul routes that are considered only slightly more expensive than budget carriers such as Ryanair, easyJet and Go.

It believes that a low fares message, backed by ads communicating its superior schedule, airports and in-flight service, can lure passengers from the low-cost competition. …

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