BA has suffered from well-documented friction with unions and employees, from baggage handlers to airline pilots, in recent years. It has also gone through the upheaval of the merger with Iberia and the creation of parent company International Airlines group.
The airline is readying a consumer-facing brand campaign for later this year and has previously said that this will be accompanied by an internal communications programme designed to get staff on side to support such activity.
The airline has now appointed content marketing agency Wardour to develop and deliver the creative and strategic campaigns needed to engage its 32,000-strong global workforce.
The campaigns will embrace a range of channels including video, posters, social media and email. They will also use existing BA internal communications tools, such as colleague and leadership forums, the intranet and the company’s existing staff magazine “Up to Speed”.
Part of the strategy will include a programme to involve the airline’s staff in its sponsorship of the London 2012 Olympic and Paralympic Games.
Amanda Poole, deputy head of internal communications at British Airways says: “We are moving in to an exciting time at British Airways and we wanted an agency that could bring to life our sponsorship of the London 2012 Olympic and Paralympic Games, our support of Comic Relief through our Flying Start programme and really engage our staff in the brand.”
BA is still to appoint a replacement for head of global marketing Kerris Bright