Case Code : CLMC056
Publication date : 2009
Subject : Marketing Communications
Industry : Civil Aviation
Length : 04 Pages
Price : Rs. 100
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marketing communication, TV advertising, digital marketing, print media, passenger traffic, British Airways, low-cost carrier, economic downturn, Bartle Bogle Hegarty
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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.
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.
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