British Airways prepares relaunch to put brand 'back on the map'

British Airways: set to "relaunch brand" later this year
British Airways: set to "relaunch brand" later this year

British Airways is preparing a root and branch overhaul, as it looks to reinvigorate interest in the brand and re-engage with consumers.

The International Airline Group-owned carrier plans to run its first dedicated brand campaign in two years, with ads designed to remind consumers of the embattled airline’s strengths. It follows intensive research on what consumers want from the brand. The activity is expected to break at the start of September.

The initiative follows BA’s announcement that it will continue to work with creative agency Bartle Bogle Hegarty as well as digital and direct agency OgilvyOne, after an internal review of its agency support.

Kerris Bright, BA’s former global marketing head, said the campaign would be ‘interesting and challenging’. She added: ‘It is important for the brand to connect with consumers. [The campaign] will put a great brand back on the map.’

Bright left BA this month to become chief marketing officer at bathroom-fixtures company Ideal Standard. The airline is searching for a replacement. In the meantime, head of brand engagement Abi Comber is leading the carrier’s marketing.

A BA spokeswoman said: ‘We are working on the relaunch of the BA brand, first internally with our staff, then later in the year as an ad campaign.’


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