BA’s morale boost fails to take off

In a fit of openness, British Airways has admitted that the second leg of its internal advertising campaign to boost staff morale was a failure.

A staff television ad campaign – costing 4,000 and aired in five countries – was designed to reinforce the message of “The World Favours the Brave” poster campaign designed by M&C Saatchi (MW October 27).

Andrea Matthews, a member of the team responsible, was forced to admit in the company’s in-house magazine BA News: “It was a mistake and a huge disappointment to a lot of people.”

The ad has been withdrawn and anybody wanting to get a glimpse of it will have to get hold of the internal staff video Outlook.

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