News

BA Brand Campaign Backs £5bn Investment

BA Brand Campaign Backs £5bn Investment

British Airways’ biggest brand advertising campaign for a decade coincides with a five-year programme of investment. The campaign, on TV, in newspapers and online, showcases the airline’s heritage and highlights the characteristics that make British Airways special: decades of flying know-how, thoughtful service and British style.

By placing new emphasis on its historic motto, ‘To Fly. To Serve’, the airline is restating its resolve to put the customer at the heart of everything it does.  Beyond the brand advertising, the airline has committed to spend more than £5 billion on customer products and services over the next five years. The investment will see BA customers benefiting from new aircraft, new World Traveller and World Traveller Plus cabins, a revamped First class, significant improvements at London Gatwick and better lounges around the airline’s network. Funds will also be allocated to improved catering and new technologies.

Keith Williams, British Airways’ Chief Executive, said: “The motto To Fly. To Serve. is part of the DNA of British Airways. It is on our coat of arms, it is worn in crew uniforms, and it has real meaning and resonance for today. It encapsulates our expertise for flying and our commitment to customer service. It describes our purpose.”

Frank van der Post, BA’s managing director, brands and customer experience, said: “This campaign has real substance. Not only are we investing in tangible improvements to the customer experience, earlier this year we launched an internal programme to engage with our staff. We are working with our cabin crew, listening to their views and giving them tools, such as iPads, to enable them to deliver even better service.

“The technology teams are working to deliver more customer-friendly improvements to our website and apps. The airport team is developing more services for premium customers. The catering team is revamping the menus and the wines. All these changes are being delivered now and we have even more plans for the future. The whole airline is delivering on our promise, To Fly. To Serve.”

The 90-second advert was launched on the airline’s Facebook page following an online ‘teaser’ campaign over the previous few weeks. This is the first time the airline has used social media to premiere an advert.

Click to add a comment

Leave a Reply

Your email address will not be published. Required fields are marked *

News

NEIL STEEDMAN has been a trade journalist, copywriter, editor and proofreader for 52 years, and News & Features Editor for ‘Irish Travel Trade News’ for the past 42 years.

More in News

Bangkok from €549, Sydney from €1,120 in Emirates July Sale

Neil SteedmanJuly 18, 2018

Lufthansa to Go Five Daily on Dublin-Frankfurt

Neil SteedmanJuly 18, 2018

Singapore Airlines Voted World’s Best Airline at Skytrax Awards

Neil SteedmanJuly 18, 2018

Finnair Extends ATTS Contract to Represent Airline in Northern Ireland

Michael FloodJuly 17, 2018

George Best to Overlook Donegall Square from New Belfast Hotel Rooftop

Neil SteedmanJuly 17, 2018

New Air France Business Lounge at Paris-CDG

Neil SteedmanJuly 17, 2018

Join Oceania Cruises for Lunch in Belfast or Dublin

Michael FloodJuly 17, 2018

Great Value Travel Deals – 17th July 2018

Sarah SlatteryJuly 17, 2018

CAR Issues Ceased to Trade Notice Re Premier Irish Golf Tours

Neil SteedmanJuly 17, 2018

Copyright © 2016 Belgrave Group Limited, C4 Nutgrove Office Park, Nutgrove Avenue, Rathfarnham, Dublin 14, Ireland