New campaign for British Airways takes off

British Airways will roll out a new advertising campaign later this year to promote its £600 million (US$900 million) programme of product and service improvements, its biggest-ever. British Airways East Asia sales and marketing manager Colin Roy said the campaign would focus on communicating the latest product innovations. In Asia, the new product campaign will run in Hong Kong and other connecting cities like Taipei and Manila. M&C Saatchi will create and execute the new product advertising, including television and print campaigns. Moving away from its previous global campaign strategy, the BA will adopt a purely local plan to promote the range of improvements. Mr Roy said BA was positioning itself as the most innovative brand: "We have to continue to re-invest on the products and upgrade the services despite the downturn," he added, noting that new air services and products faced a shrinking life cycle. Mr Roy attributed the losses plaguing the airline to its heavy investment in new products and services in the past year. While the "World's Favourite Airline" has taken a few knocks lately - including its decision to replace the British flag on its tailfin, a move that was exploited by rival Virgin Atlantic - Mr Roy said there was no plan to rebrand the carrier. * The full story can be found in the current issue of Asian Brand News, MEDIA's sister publication, available only by paid subscription. Contact Ms Iris Tang at (852) 2577 2628 or email subscrib@media.com.hk.

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