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.
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