British Airways is launching a major campaign to target holidaymakers and promote “authentic travel”. It follows Mintel research that shows consumers are not sacrificing their holidays despite the credit crunch.
The campaign, which breaks on November 3, aims to show BA’s commitment to offering consumers better travel experience and value. The ads use photographic reportage of the locations with various slogans such as “You can’t smell a city from a coach”, “Put down your map and get wonderfully lost” and “Ask a local where to go for dinner”.
It has been created by BA’s in-house marketing team with Bartle Bogle Hegarty and Agency.com. The ads will run across press, radio, digital and outdoor.
According to the Mintel research, consumers are looking for original and unforgettable experience from their holidays.
Meanwhile, BA head of marketing communications Katherine Whitton has resigned from the company. She is one of 450 senior managers taking voluntary redundancy from the airline as part of cost cutting exercise. BA has had a difficult year following the chaotic opening of Heathrow’s Terminal 5.