BA launches £10m Euro assault on budget airlines

British Airways is spending £10m on a European advertising campaign in a bid to win back business from the no-frills airlines, such as easyJet and Ryanair.

The campaign, devised by M&C Saatchi, is the airline’s biggest European campaign. Last year it spent £3m advertising in Europe.

BA will use outdoor, underground travel networks and press advertising branded with the message: “London is closer than you think.”

The campaign launches in Paris, Stockholm, Milan, Cologne and Dusseldorf this week and will be rolled out to more than 20 European markets by Christmas. The campaign uses traditional aspects of London life. For instance, talking outdoor poster sites will give off the sound of the hustle and bustle of the capital’s streets, and a 30-metre high red telephone box is being built in Paris. The airline is also rebranding Metro International’s free Metro newspaper as the London Morning News in each of the launch cities for five days.

BA is battling to restore its image following the check-in staff strike in July, and there are rumours of another strike by flight engineers. BA’s rivals KLM and Air France are also in talks about forming a stronger alliance.

BA European marketing manager Karin Wickberg says: “The London route is one of the most competitive air routes in the world with no-frills carriers and national carriers all fighting for position. It is therefore vital for us to do something radically different to grab consumers’ attention.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here