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Your email address will not be published.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, editor and proofreader for 53 years, and ITTN's News & Features Editor for 43 years. His travel blog is at www.thetravelbuddhist.com.

More in News

British Airways has launched a range of luxury and holiday deals

Michael FloodOctober 30, 2020

What to Expect at London Travel Week Virtual

Michael FloodOctober 29, 2020

ITB Berlin to Remain Virtual-Only in 2021

Neil SteedmanOctober 29, 2020

Almost 200 European Airports Facing Insolvency in Coming Months, Warns ACI Europe

Neil SteedmanOctober 27, 2020

Irish people hoping for a jet-set summer as Aer Lingus research unveils 2021 travel trends

Michael FloodOctober 27, 2020

IATA Urges Government Focus on Testing to Replace Quarantine

Neil SteedmanOctober 27, 2020

Irish Golfers Spend €584 per day on Golf in Spain

Michael FloodOctober 27, 2020

International Co-ordination Could See Tourism Recover by 2022, Says WTTC

Neil SteedmanOctober 27, 2020

Two Steps to Marketing Your Business Out of COVID-19 in Partnership with The Five Percent

Michael FloodOctober 27, 2020

Copyright © 2019 Belgrave Group Limited, C4 Nutgrove Office Park, Nutgrove Avenue, Rathfarnham, Dublin 14, Ireland