BA unveils Upgrade ads after ‘crisis management’ delay

British Airways is launching its long-awaited “Upgrade To BA” brand campaign this week following a spate of negative publicity and crisis management for the brand.

It is the first major campaign to be created by Bartle Bogle Hegarty since it won the account two years ago. The work was originally expected to break last April but it is understood that BA pulled it in favour of a series of ads focusing on price instead.

The new campaign will highlight the “high levels of services” it claims to offer customers. The television and cinema executions show members of BA staff helping passers-by in Sydney by offering cooling drinks and directions. They will air this Friday.

A print, online and radio campaign will also promote BA’s relaunched business class cabin Club World, ba.com and improvements in fuel efficiency and the cabin crew’s medical training. The media planning and buying is through ZenithOptimedia.

BA head of marketing and distribution Tiffany Hall admits the airline has survived a challenging period with the security-related delays at Heathrow but says the company “is ready to talk about its key offerings with confidence”.

BBH won the £60m BA ad account from M&C Saatchi at the end of 2005 but there have been persistent rumours about problems with the Upgrade To BA strapline.

The airline has been hit by a series of problems over the past year, including the price-fixing scandal with Virgin Atlantic, which led to the departure of commercial director Martin George.