British Airways to relaunch brand

21/04/11

 

British Airways is rethinking its corporate identity following a merger with Spanish carrier Iberia, reports travelweekly.co.uk.

The firm plans to re-launch its brand in an effort to put BA back on the map in terms of airline travel. The relaunch of the firm will be backed by a “major consumer campaign” expected to begin in December.

Full details of the rebranding will be kept under wraps until autumn, but the national carrier is hoping the campaign will put the airline back in the sights of travel consumers.

A spokesman for the airline said to breakingtravelnews.com: “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.”

BA merged with Iberia to form parent company International Consolidated Airlines Group (IAG), headed by Willie Walsh, in December. Walsh has insisted both airlines would retain their identities but this has not stopped consumer fears regarding IAG and the various airlines under its wings. It is hoped that the consumer campaign will quash any fears about the merger and the future of the firm.

Former BA global head of marketing Kerris Wright spoke to Marketing Magazine about the rebranding, saying: “The campaign will put a great brand back on the map. It is important for the brand to connect with consumers.”

 

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