British Airways has retained Poster Publicity on its £4m outdoor planning and buying business.
The outdoor specialist keeps hold of the business after a statutory review. The airline saw pitches from the incumbent, IPM, Portland, Concord and Meridian Outdoor.
When the review was announced insiders predicted that Meridian was best placed to pick up the business because it was part-owned by Zenith Optimedia, which handles BA’s global media buying business.
The airline is one of the outdoor industry’s biggest airline advertisers. Many of its recent campaigns, which highlighted its low-cost flights, was run on outdoor. BA also has a number of permanent large-format hoardings and fixtures at airports.
The airline has been reviewing all of its agency relationships as part of its Future Size and Shape strategy, introduced after 9/11.
No one from Poster Publicity would comment on the agency’s reappointment.
Last week British Airways announced it was planning to relaunch its Executive Club loyalty scheme after merging the five regional schemes into a global programme (MW last week).