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: British Airways: BA - climbing above the turbulence - IPA Effectiveness Awards Case Study 2004; Number: 2004/47; Brand: British Airways; Client: British Airways Product Category: Travel and Transport; Agency: M&C Saatchi and Zenith Optimedia; Author: Rob Day, Richard Storey and Andy Edwards; Prize Winners: Silver (Ref: Adworks 13)