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”.

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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.

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