BA focuses on low-priced fares

British Airways kicks off a new ad campaign next week, once again focusing on its low-priced fares offering via Ba.com.

The campaign, by Bartle Bogle Hegarty, will run across television, print and radio. It uses the strapline “Attractive prices – BA quality at a low price” and features prices illustrated in bright, outlandish colours.

The new campaign is the first of at least four planned for this year, alongside investment of £100m in new products, as the beleaguered airline looks to shake off the troubles of last year.

Zenith Optimedia handled media planning and buying, while Agency.com created the online strategy for the campaign.

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