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Flying the brand flag for British Airways

Well he would say all that, wouldn't he? It's great that BA is being turned round but how can he claim this is due to the To Fly. To serve campaign and the Olympics effect? The former was indeed a good 'stake in the ground' campaign after the strike debacle as it reminded people of BA's heritage. But I question whether it resonates with customers. Airlines are not flying to serve us they are flying to make money. Whilst the 'world's favourite airline' strapline had to go I think resorting to the heritage one is not the solution. easyjet had a field day too with their 'To fly. To save' riposte. The Olympics was surely a vanity exercise and whilst Mr van der Post might have sold it to an unconvinced Board, the public were just as baffled too. Some of the posters on the underground were creatively dreadful. It's been pretty much proven that the Olympics effect fizzled out soon after the event - did BA really get its money worth? If they'd spent it in other ways could they not have had the same or better effect on sales (which is what it is all about)? But he is right when questioned by Robin Sutherland over flying now being a commoditised service - BA must be transparent on costs and do 'service' better than the low-cost airlines. This shouldn't be difficult.

Thu, 8 Nov 2012

7:13 pm