BA Club World: 'Getting back on top of the world'

British Airways' premium business brands were suffering during a worldwide recession, in which companies had slashed corporate travel budgets; those executives who were still flying were looking for 'value for money'.
Agency: Saatchi & SaatchiAuthor: Nicky Buss

British Airways

Club World Relaunch 1993: Getting back on top of the world

BACKGROUND: THE CHALLENGE (Or how to find the light at the end of the tunnel)

By 1992, the airline industry worldwide was deep in recession; having emerged limping from the Gulf War, during which flying virtually ceased, it was being crippled by rising fuel prices, fluctuating exchange rates, and pressure on both corporate and personal travel expenditure. 'Chapter 11' became a familiar phrase, as major international airlines tried to stave off bankruptcy. Add to this the...

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