BA plans ads on boarding cards and a TV campaign

British Airways is developing its plans for third party advertising on its properties and is also readying a return to television advertising with a brand campaign.

British Airways

The airline has been trialling third party advertising on ba.com with Jaguar for its XJ model and is moving forward with the appointment of Cedar Communications to handle selling the space.

The airline is also introducing third party advertising on its boarding passes from October. A spokeswoman says that advertisers will be able to target audiences on specific flights, for example businessmen flying from Heathrow to New York, via the boarding pass.

British Airways is looking for new ways to generate revenue in the recession as, like other airlines, it has seen a fall off in bookings.

However, it is planning a return to television advertising for the first time since 2007. The last campaign depicted BA cabin staff handing out drinks and cushions to passers-by in the Rocks area of Sydney, Australia,

Bartle Bogle Hegarty has created a campaign with the theme of “opportunity.” It is not known if the strapline “Upgrade to BA”, developed by the agency, will be retained.

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