BA to keep OpenSkies premium brand

British Airways has insisted it will keep its premium airline brand, OpenSkies,

BA

The struggling airline has been tipped to sell off the subsidiary airline, but says it will keep full ownership of OpenSkies, ending speculation of outsider investor involvement.

In a statement, the airline stresses: “We have no plans to sell OpenSkies or seek third party investment in the airline.”

OpenSkies was creatd by BA last year. The move followed backing from the European Union and the US to liberalise transatlantic air travel.

The premium airline began running services between Paris and New York last summer.

BA adds: “We are reviewing all aspects of our business in the current economic climate including our subsidiary OpenSkies. OpenSkies is a high quality premium airline that remains of strategic and financial value to us. Its Paris-New York flights are performing well, despite the current economic environment, and customer feedback is very positive.”

Last month, chief executive of British Airways Willie Walsh denied that recent revenue raising and cost cutting initiatives are turning the airline into a low cost carrier.

The airline recently agreed to merge with Iberia to merge in a deal that will create the world’s third biggest airline, but they will retain their seperate brand identities.

Latest from Marketing Week

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