British Airways' YouTube videos win public favour

Willie Walsh: BA chief executive
Willie Walsh: BA chief executive

LONDON - British Airways is winning over consumers with activity rolled out in response to its cabin-crew strike, according to the findings of an exclusive Marketing survey.

Over last weekend's initial three-day strike, BA posted a series of YouTube videos addressing customer concerns and issued a press ad in the form of a letter from its chief executive, Willie Walsh.

The survey of 1000 consumers, carried out with market research company Toluna, found that the majority of those who had seen BA's campaign have either retained or improved their perception of the brand.

Nearly 19% had an enhanced view of the airline, while the sentiments of 64% were unchanged. Only 17% said they had a diminished opinion of it.

The push has also shored up public support for BA in its dispute with trade union Unite.

More than three-quarters of those who had encountered BA's communications felt as supportive of the airline or more so than before and 24% said their support had lessened.

A further four-day walkout is planned for 27 March, but Unite has appealed to BA chairman Martin Broughton, to instigate fresh negotiations.

Chris Davies, head of digital marketing, said social media is certain to take an increasing role in BA's marketing, following the strike activity.

He said: "Although we will continue to use traditional channels, putting social media at the heart of our overall communication has allowed us to take a fleet of foot approach."


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


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
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
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers