British Airways' Advertising Campaign in the UK | Marketing Communications Case Studies

Details

Case Code : CLMC056
Publication date : 2009
Subject : Marketing Communications
Industry : Civil Aviation
Length : 04 Pages
Price : Rs. 100

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Key words:

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

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

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.

Issues:

» Marketing communication
» Advertising

Introduction

On September 7, 2009, British Airways Plc (BA), the UK's flagship carrier, launched an advertising campaign in the UK to encourage people to travel by air and visit several destinations worldwide. The campaign with the tagline, 'Opportunity doesn't always live on your doorstep', highlighted the destinations which held various business and pleasure opportunities for passengers. This was a bid to arrest the decline in sales due to a fall in passenger traffic, according to experts. The campaign also marked BA's return to TV advertising after a period of two years...

Questions for Discussion:

1. Discuss the rationale behind the launch of the advertising campaign by British Airways in the UK.
2. Critically analyze the marketing communication strategy adopted by British Airways.