BA less than amused by Virgin's copy tactic

<p>Virgin Atlantic Airways has left British Airways less than amused after </p><p>hijacking its rival's promotion to tout its seventh anniversary offer of </p><p>88 free seats. </p><p><BR><BR> </p><p>The seats were snapped up within 45 minutes of the February 15 promotion </p><p>breaking in Hong Kong, in which Virgin played up its duck icon, </p><p>encouraging consumers to "Duck off to London - free". </p><p><BR><BR> </p><p>Virgin's PR and marketing manager Angelina Wong said the marketing team </p><p>had seen the BA ad and thought "why not use it and catch people's </p><p>attention in a cheeky way". </p><p><BR><BR> </p><p>The BA ad which caught Virgin's eye offered free flights to either New </p><p>York or one of its 77 European destinations to passengers flying between </p><p>Hong Kong and London. </p><p><BR><BR> </p><p>Though commonplace in the UK, the cheeky, guerrilla nature of Virgin's </p><p>latest promotion has however raised eyebrows in Hong Kong's price-driven </p><p>market, where a fierce fare war has broken out on several routes. Some </p><p>have also commented on the expletive-like connotation of "duck off". </p><p><BR><BR> </p><p>Ms Wong dismissed any suggestions that it was making a rude jibe at its </p><p>rival. "It's linked to our duck icon. It's the second time we have used </p><p>the 'duck off' tagline in our promotions; although this is the first </p><p>time we have done it in a direct, above the line way." </p><p><BR><BR> </p><p>Virgin's management, added Ms Wong, had also alerted BA the day before </p><p>the "Duck off" ad broke. </p><p><BR><BR> </p><p>However, BA's sales and marketing manager for East Asia, Colin Roy, </p><p>expressed surprise and disappointment at the way Virgin chose to copy </p><p>its creative execution. </p><p><BR><BR> </p><p>"I have heard feedback in the market place that would support our </p><p>feelings. </p><p><BR><BR> </p><p>I personally would not use this direction for any brand, particularly in </p><p>a market where cultural consideration has to be paramount in all </p><p>above-the-line activity," said Mr Roy. </p><p><BR><BR> </p>