Subscriber Exclusive 
‘On a journey to a better BA’: Inside British Airways’ £7bn transformation
As the airline unveils its biggest TV campaign since 2019, marketing boss Calum Laming is looking to “build forward” not build back.
By Molly Innes
British Airways is on a mission to modernise. Last week the airline unveiled a £7bn transformation plan, money which will be spent over the next two years across all the touchpoints from technology and operating systems, to lounges and seats.
When asked what proportion of the investment will be spent on elevating the consumer journey and marketing, chief customer officer Calum Laming tells Marketing Week he “would actually say £7bn is going on customer experience”.
Today (15 March), the airline is launching a new TV ad as part of its ‘British Original’ brand platform with agency Uncommon.
