Agency: M&C Saatchi | Author: Sarah Ryder |
British Airways World Offers: 'Where is everybody?'
INTRODUCTION
The 1994 British Airways IPA paper explained how advertising contributed towards the building of the British Airways brand over a ten-year period. This paper presents a different role for British Airways' advertising: here we look at how advertising was used to answer a specific problem over a two-year period.
Specifically, this case study aims to show how advertising played a critical role in providing a new and profitable solution to British Airways' persistent problem of passenger shortfall. Airline seats are perishable goods,...