BA takes more steps to ease losses
British Airways is to sell advertising space on its website and on its boarding passes for the first time to help reverse its losses.
It said it had decided to make the move due to the “current economic timesâ€.
The airline posted a £106 million net loss for the three months ending June 30 and is making major cuts in staffing, schedules and salaries.
The advertising space will be made available from October 1 and ads can be exclusively targeted to individual flights and specific demographic groups.
BA said more than 500,000 people per day visit its website and last year online boarding passes were issued to around 12 million of the airline’s customers.
Abigail Comber, BA’s manager for brand, proposition and insight, said: “This is a unique opportunity for brands to get their message to fly.
“It’s also a great way for our customers to be brought messages on products and services that are relevant to them.
“We’re seeking brands with a strong heritage and parity to British Airways’ own brand values.
“We had received approaches from brands wishing to advertise through us and, in these current economic times, all companies look to maximise partnerships to help manage costs so this seemed like a good opportunity. We hope it will be a positive revenue stream for BA.â€
The airline has trialled the advertising capability on ba.com with Jaguar, promoting their new XJ model.
Cedar Communications, the airline’s publishing and media sales agency, will be selling the space.
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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