British Airways promotes first-class cabin revamp

British Airways: revamps first class
British Airways: revamps first class

LONDON - British Airways is rolling out a digital campaign to support the relaunch of its first-class cabins, which have been redesigned.

BA First is undergoing a £100m revamp to help retain luxury brand qualities, as the carrier makes cuts to its standard class offerings, such as axing meals on short-haul flights.

The new First cabin based on "classic design and understated luxury", influenced by premium British automotive brands. The project was led by BA's internal design team, with assistance from luxury design agencies Forpeople and Tangerine.

Key new features of the cabin include a personal wardrobe, a 15-inch in-flight entertainment screen, a leather-bound writing table and personal electronic blinds. BA also claims the beds are now 60% wider at the shoulders.

The changes will be promoted to Executive Club and First customers through email marketing activity.

BA's head of customer experience, Mark Hassell, said: "We have contemporised First and created an intimate private jet experience onboard. We have resisted gadgets and gimmicks, and focused instead on simplicity and quality.'

Earlier this week, BA hired Kerris Bright, chief marketing officer at Akzo Nobel, to the role of head of global marketing at the airline.

 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message