BA plans £100m spend on ClubWorld relaunch

British Airways is to invest £100m in relaunching its up-market BA ClubWorld.

British Airways is to invest &£100m in relaunching its up-market BA ClubWorld.

The outlay, later this year, will be just a part of “significant product investment” by British Airways during the next two years, according to newly promoted head of global brand and marketing communications Jayne O’Brien.

O’Brien says the airline – which recently underwent a management restructure that saw previous global head of marketing Jill McDonald leave in January – is to go “back to basics and rediscover what the BA brand stands for”.

“We need to ensure every employee understands what the BA branding is all about as we seek to work on several new customer initiatives over the coming months,” says O’Brien.

O’Brien, who formerly oversaw marketing in the UK and Ireland, will now report to global general manager of marketing and distribution Tiffany Hall.

O’Brien admits that no-frills European airlines such as easyJet and Ryanair have had a lasting impact on BA.

She adds: “It would be foolish to suggest the emergence of these companies hasn’t changed the whole dynamic of the market.”

BA was the pioneer of flat beds in business class with the introduction of ClubWorld four years ago.

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 3711 or email subscriptions@marketingweek.com

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