British Airways reveals new drive to win back the masses

British Airways is planning a campaign to offer clarity on what the brand stands for as it shifts focus to include low-cost trips.

Last week, BA launched fresh work communicating low fares on short-haul European flights, in a bid to compete against easyJet and Ryanair in the leisure market.

BA has focused on business travellers flying long-haul routes – and recently announced a &£100m investment in the relaunch of its BA ClubWorld flat beds (MW February 23). But changes in the sector since the emergence of low-cost rivals have prompted BA to revisit its European leisure market offerings.

Global marketing chief Jayne O’Brien is aware the move may cause confusion about BA’s positioning.

Talking exclusively to Marketing Week, she reiterated that a brand campaign from BA’s ad agency Bartle Bogle Hegarty within two years would provide “much-needed clarity on what BA stands for, across all products and services”.

The work will be targeted at a new market, appearing for the first time in red-top nationals, alongside the usual broadsheets.

O’Brien adds: “We’re not the only airline doing the value-added proposition but we’re the only long-haul carrier running out of the UK that is offering this short-haul, low-cost leisure alternative.

“Our targets range from business and premium offerings to accessible European travel,” she adds.

Feature, p28

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