Published on Wednesday, April 13, 2011

British Airways plans total re-brand


British Airways has confirmed it is planning a re-launch of its brand, but it is keeping details under wraps until the autumn.

A spokesman for the airline said today: "We are currently working on the re-launch of the BA brand, first internally with our staff then later in the year as an advertising campaign."

It will be the first dedicated brand campaign for the airline in two years, and the first since it became part of the International Airline Group. According to Marketing magazine, the ad campaign is expected to break in early September.

It quoted BA's former global marketing head Kerris Bright saying the campaign 'will put a great brand back on the map". However, Bright left the airline earlier this month and BA's head of brand engagement Abi Comber is leading the carrier's marketing activities until a replacement is found.

BA is understood to have retained creative agency Bartle Bogle Hegarty as well as digital and direct agency OgilvyOne, after an internal review of its agency support.

By Linsey McNeill

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