BA readies staff morale boosting campaigns

British Airways will implement its employee engagement programme with a campaign “to inspire pride” in the airline’s brand.

/m/b/g/britishairways160.jpg

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

Latest from Marketing Week

Marketoonist on being agile

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here