British Airways: 10 Years of the World's Favourite Advertising - IPA Effectiveness Awards Case Study 1994

Brief Description: In 1982 the airline was running at a loss and had a poor image. BA's objectives were to add value to the brand, give it prestige and status, as well as a caring image. Evaluation: British Airways has successfully sold at a premium (unlike its competitors) and increased passenger share. Brand image strengthened in terms of prestige/status, leader/innovator, size/international, understanding its consumer. BA has distanced itself from the competition, through its advertising strategy. ;---(TAGS)--- Full Title: 10 years of the world's favourite advertising, but how much did it have to do with the world's most profitable airline? ; Number: 1994/317 ; Brand Name: British Airways ; Client: British Airways ; IPA_ProductCoding: Travel & Transport (Airlines) ; Agency: Saatchi & Saatchi ; Author: Fiona MacGill, Kara Gnodde ;