Abstract

In late 2009, British Airways (BA), the UK’s flagship carrier, launched an advertising campaign in the UK. The campaign highlighted several events happening around the globe in a bid to encourage people to travel by air. Analysts opined that the airline planned to arrest the decline in its sales and increase its passenger traffic through this campaign. The campaign was promoted through television advertisements, digital marketing elements, and the print media.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing communication
• and Advertising.

Keywords

marketing communication, TV advertising, digital marketing, print media, passenger traffic, British Airways, low-cost carrier, economic downturn, Bartle Bogle Hegarty