BA takes on budget airlines in new ad campaign

British Airways has launched a frontal attack on budget airlines today with an advertising campaign designed to highlight the hidden extras that lie behind the low headline fares.

The campaign, created by Bartle Bogle Hegarty, uses a fixed pricing strategy of £49 one-way to a host of European desinations, and includes an online cost comparison tool to show the extra incurred by leading low-cast carriers Easyjet and Ryanair.

It officially launched today (8 November) across print, press, outdoor and digital media, although some outdoor ads were apparent on Friday (5 November). Media planning and buying has been handled by and ZenithOptimedia and agency.com

BA head of brand and insights, Abigail Comber, said: "As no-frills airlines constantly drive down their price, quality has hit rock bottom. 

"With British Airways, the price you see is the price you get. High Value Flying is about not scrambling into a sandwich shop before you board, but getting drinks and a snack as standard."

Ads will feature the extras now routinely paid for with budget airlines - such as checking in charges - and the policy taken by BA, typically no additional charge.

"It’s about allocated seats and no stampede at the departure gate, taking two pieces of hand baggage and one in the hold without being charged extra," said Comber.

"It’s about an allowance for buggies and pushchairs and priority boarding for families with young children and it’s about flying on time to city centres you want to go to rather than in the middle of nowhere."

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