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, though its advertising strategy. ---(TAGS)--- Full Title: British Airways ~ 10 years of the world's favourite advertising, but how much id it have to with the world's most profitable airline?; Number: 1994/317; Brand: British Airways; Client: British Airways; Product Category: Travel & Transport (Airlines); Agency: Saatchi & Saatchi; Author: Fiona Macgill, Kara Gnodde; Prize Winners: Gold; Charles Channon Award; (Adworks ref: Advertising Works 8)