British Airways has pulled the plug on Project Quicksilver, its internet portal aimed at Executive Club members, before it even launched, and less than three months after appointing TBWA/London to handle its ad business (Marketing, October 26).
Quicksilver, which was due to have launched early next year under the brand name Peeled, developed by Interbrand Newell and Sorrell, had aimed to provide a range of travel, fashion and leisure information as well as the opportunity to sign up for the BA Miles scheme.
A BA spokesman blamed the closure on delays in the launch timetable and changes in the business-to-consumer internet market.
The operation is understood to involve up to 40 staff, including marketing director Jodie Leonard. Some of those affected will be offered other jobs within BA.
BA is now believed to be looking at a joint venture with an established internet portal, such as Yahoo! or Lycos. It is believed to have spent up to pounds 5m on the aborted project.