British Airways calls review for BA.com. Is the entire account next?
Steve’s breakdown: When we here at The Ratti Report read BBH Rebrands British Airways in Grand New Campaign in AdWeek yesterday, we were a bit skeptical. One, because the new campaign feels too much like a British version of this award winning New York Life ad. And two, it also feels like a Hail Mary campaign. Either BBH scores or gets fired. But to be fair, we didn’t report our concerns. But now with this news, we think we might be right.
And BTW: We reported back in November that British Airways put its PR account into review which further backs the idea that the winds for change are upon BA.
LONDON: UK: The review is in its early stages, but a number of agencies have already been contacted directly.
The brief is understood to include all web-build and eCRM duties around BA.com, as well as digital marketing activity to boost ticket sales through the site.
British Airways uses a number of agencies to handle various portions of its digital advertising business. These include Bigmouthmedia, Incentivated and the Omnicom-owned agency Being.
During its time working with British Airways, Being has created a series of digital campaigns to help calm consumers’ fears during strikes by the airline’s cabin crew.
News of the review comes as British Airways launches a major advertising campaign, created by Bartle Bogle Hegarty, to help boost pride in the brand.