New campaign for British Airways takes off

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