BA campaign to rekindle pride in brand
British Airways is launching a marketing campaign which it hopes will enable it to leave its problems behind and rekindle pride among staff and customers.
The airline's reputation has suffered following a two-year dispute with the Unite trade union, which led to 22 days of strikes and cost the airline £150m. it was finally settled in June.
The campaign, which is costing £1.5m, will play on the heritage of the airline, with a 90-second film that addresses five decades of BA and the airline's place in the history of aviation.
According to Marketing Magazine, images of BA staff will feature prominently in the campaign, which will look at the formation of British Airways following the merger of British Overseas Airways Corporation (BOAC) and BEA in 1971.
The campaign follows an internal communications project intended to inspire pride in the brand among BA's 32,000 staff.
Jeremy Skidmore
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