30 October 2008

BA asks for trade support for ad campaign

British Airways has called on its old friends, the travel trade, to support its new leisure advertising campaign launching on November 3.

The airline, which scrapped travel agents commission in 2001, is now relying on agents to back its marketing campaign in the economic downturn.

It says the campaign was launched after independent research by Mintel shows consumers wonÃ¢â¬â¢t sacrifice their holidays despite the credit crunch.

The campaign aims to promote authentic travel and inspire people to explore new cultures and local experiences when they travel.

BA head of leisure sales Adam Daniels, said: Ã¢â¬ÅâœThis research from Mintel shows that people arenÃ¢â¬â¢t prepared to sacrifice their holiday.

Ã¢â¬ÅâœIn fact, anecdotal evidence that we are receiving from the travel trade suggests that travellers want to be more involved with every step of their holiday experience. For example, we know that they are increasingly asking their agents to ensure that theyÃ¢â¬â¢re booked with a name they trust.

Ã¢â¬ÅâœThe research also shows that although travellers may not be going as frequently as before, they are looking to get more out of their travel investment both in terms of experience and value.

Ã¢â¬ÅâœThey want to get off the beaten track and discover a different side to destinations that travellers are already familiar with. Who better to help with this campaign and really encourage travellers to explore a destination than the travel trade who already have that expert knowledge?Ã¢â¬~

The campaign will run in the press, online, outdoor and on the radio.

By Bev Fearis

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Your Comments (4)

Let me get this straight.....

BA (and basically all the other airlines as well) "fired" their sales agents (travel agents) and now that sales are down they realize the agents value and come sniffing around our doors again. Well, BA, value comes at a price and until you are willing to pay your sales force, this agent feels absolutely no allegiance to any airline and will book the airline that is the best fit for my clients schedule and pocketbook!

By Kristin Hunnibell Kennedy, Friday, October 31, 2008
cheek

BA (London Airways) started the rot by reducing travel agents' commission in stages until it ended up at zero and now they have the cheek to ask for our help ? GET LOST BA !!!

By ron boothroyd, Thursday, October 30, 2008
SO now they need the agents!!!

After years of no support, no commission, no help, BA are asking for travel trade support. Good luck with that one BA. How can BA expect agents to help after they have given agents no support for years.... Now the good times are over maybe BA will pay the price for thier lack of support and cavalier attitude to the trade. what the old saying "you reap what you sow"

By stephen brennan, Thursday, October 30, 2008
The cheek of it

Contrary to their own beliefs, BA are not the best airline in the world. There is always an alternative, and usually a better one at that. Due to BA's ongoing anti-agent stance I am always going to promote these alternatives over BA. How dare they ask for our help in these difficult times when they have single handedly contributed to the decline of the travel agent with their agressive on-line marketing for direct sales. Shame on them.

By Oliver James, Thursday, October 30, 2008