BA plans £100m spend on ClubWorld relaunch

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.