British Airways

Our challenge

To re-establish BA and their franchise partner GB Airways in the hearts and minds of travellers and the travel trade as a value carrier to Southern Spain, Portugal and North Africa whilst ensuring differentiation from the plethora of new low cost carriers.

The idea

Niche target of specific sectors including golf breaks and ex pats for whom the credibility, flexibility and ease of booking both in the UK and from abroad were highly relevant and motivating.

The reaction

Increased awareness within travel trade of schedule frequency, destinations and benefits, improved staff motivation and a significant (but confidential) uplift in direct and agency bookings across the GB Airways operated routes.

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