British Airways: BA - climbing above the turbulence - IPA Effectiveness Awards Case Study 2004

Brief Description: BA faced an extremely hostile environment, with aggressive 'No frills' operators eating into market share. It turned its strong service heritage into a competitive advantage and also competed on price. An unprecedented commitment was made to out-flanking the competition. Communication directly effected quantum perceptual and behavioural shifts, driving sales volumes and cutting costs. These changes made a major contribution to the company's restored commercial fortunes and its status amongst consumers and the City and, on an advertising investment of £10.6m across September to December 2002, this campaign resulted in a revenue ROI figure of 1.7. ;---(TAGS)--- Full Title: BA - climbing above the turbulence. How British Airways countered the budget airline threat ; Number: 2004/47 ; Brand Name: British Airways ; Client: British Airways ; IPA_ProductCoding: Travel & Transport (Airlines) ; Agency: M&C Saatchi ; ZenithOptimedia ; Author: Rob Day, Richard Storey, Andy Edwards ;