‘On a journey to a better BA’: Inside British Airways’ £7bn transformation
Molly InnesAs the airline unveils its biggest TV campaign since 2019, marketing boss Calum Laming is looking to “build forward” not build back.
Former airline marketers advise brands to communicate ‘realistically’ as brand health plummets
Niamh CarrollData shows airlines are taking a significant hit to their brand health from the ongoing disruption at British airports. But former industry marketers say the real challenge is the long game.
‘Marketing has a big role to play’: British Airways on the brand’s recovery post-pandemic
Michaela JeffersonAs the airline launches its first TV campaign in two years, the brand says reinforcing consumer trust will be key to ensuring people choose British Airways for their first post-pandemic flight.
Airlines seek to reassure customers to get them booking again
Sarah VizardAirlines are using their customer communication channels to attempt to reassure people about the safety of flying and make clear the changes they have made amid the ongoing coronavirus pandemic.
Heinz, Tesco and Aldi behind ‘most effective’ Covid-19 ads
Ellen HammettBrands that avoid generic messages about staying at home, togetherness or looking to the future with optimism are more likely to resonate with consumers during the pandemic.
British Airways needs to ensure its reality matches up to its advertising
Molly FlemingAs British Airways celebrates its 100th anniversary, it is facing poor rankings, striking staff and irritable consumers but to secure the brand’s future it needs to stop focusing on the past and invest in the future.
British Airways writes ‘love letter to Britain’ in first brand campaign since 2012
Sarah VizardThe campaign, ‘Made by Britain’, aims to “ignite” British Airway’s emotional link with the flying public as the airline kicks off its centenary celebrations.
British Airways brings in new director of customer experience
Lucy TesserasCarolina Martinoli has been named British Airways’ director of brand and customer experience, replacing Troy Warfield who left earlier this month.
BA’s director of customer experience Troy Warfield departs
Rachel GeeThe airline says it plans to appoint a successor for Warfield, who was only in the role for 18 months, “in due course”.
British Airways brand reputation nosedives in wake of IT meltdown
Sarah VizardThe IT outage that impacted thousands of flights is hitting consumer perceptions of the airline brand.
Brexit: The brand losers
Thomas HobbsWith the value of the British pound continuing to slide post-Brexit, there are fears for the stability of major brands from sectors including banking and retail.
Why John Lewis and British Airways are putting marketers in charge of customer experience
Sarah VizardBrands are increasingly including customer experience in CMO’s remit as the 24/7 nature of consumer interactions means marketers must be responsible for every touch point, from stores to apps, not just the marketing campaign or social media strategy.
British Airways taps up Avis’ Troy Warfield for director of customer experience role
Thomas HobbsBA has appointed Avis marketer Troy Warfield as its new director of customer experience as it continues to reshape its marketing team.
British Airways ‘superbrand’ dominates among businesses and consumers alike
Thomas HobbsBritish Airways has knocked Visa from the number one position in the annual top 20 Business Superbrands rankings as it also extends its consumer brand dominance.
Comic Relief targeting new demographics with the return of Red Nose Day
Alison MillingtonComic Relief’s Red Nose Day is returning after two years with the clearly stated aim of raising money for the charity’s projects. In order to do this, it will not shy away from employing marketing’s newest tricks of the trade and tapping many well-known brands for partnerships in an effort to reach as many people as possible.