BA campaign attacks low cost airlines for lack of value

British Airways is to take the battle for European fliers to the low cost airlines with a campaign under the banner “High Value Flying”.


The campaign is designed to promote BA’s one way lead in fare of £49 for Europe and will carry a series of messages targeting fliers who want a greater value product than that offered by Ryanair, easyJet and other budget airlines.

It takes in print, press, outdoor and digital media and the ad copy includes lines such as “Low cost flying is cheap. High value flying is a whole lot nicer…” and “Low cost flying is stampedes at the departure gate. High value flying is allocated seats for all and priority boarding for young families…”

The ads detail BA’s points of difference such as allowing two pieces of hand luggage, complimentary drinks and snacks on board and centrally located airports.

BA head of global marketing Kerris Bright says: “As low cost airlines constantly drive down their price, quality has hit rock bottom. British Airways offers fantastic value for money and superb service. We believe flying is to be enjoyed, not endured. “

Head of brand and insights Abigail Comber says that the flier market has been competitive “for a long time” and BA now wants to make a call to action and remind people of what it offers.

The campaign comes shortly after BA posted a pre-tax profit of £158m for the first half, turning around a loss of £292m last year.

Ryanair has also just posted first half results up 23% year on year.

The campaign has been devised by BBH and media is being handled by ZenithOptimedia.

Latest from Marketing Week


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


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.


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.


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

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