Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Our ranking of the world's smartest marketing campaigns and companies.
The latest on 80+ key topics
Media & Channels
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Forecasts and Data Homepage
Overview of databases, forecasts and reports.
Annual ad expenditure data for 85 markets.
International Ad Forecast
Warc's forecasts for adspend in 12 key markets.
Consensus Ad Forecast
Adspend forecast aggregating several sources.
Global Marketing Index
A monthly indicator of the state of the industry.
Media Costs Database
Compare costs across media and markets.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
Date: newest first
Date: oldest first
British Airways - Climbing above the turbulence. How British Airways countered the budget airline threat
Includes video content
Recommended by Warc editors
Richard Storey, Rob Day and Andy Edwards, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2004
This case study tells the story of how BA faced up to new competition using communications to drive through a fundamentally restructured business model.
This case study tells the story of how BA faced up to new competition using communications to drive through a fundamentally restructured business model. BA was facing huge threats from low-cost airlines that were jeopardising its long-term position in Europe. The airline had dropped out of the FTSE 100, but rather than bail out of Europe, BA believed it had to battle to survive. If it turned its back on its short-haul service, the company figured its premium long-haul operation would be next to suffer. BA took on the budget airlines at their own game by competing on price, but also using its strong service heritage to its advantage. Research showed that consumers wanted ‘services that matter’ such as centrally located airports and allocated seating, as long as the price wasn’t out of their reach. BA launched its communication strategy, exposing the false promise of ‘no frills’ and creating awareness of BA’s lower prices. At the core of BA’s communications strategy was the element of surprise. It bought typically un-BA media such as street projections and ATM machines to supplement its commercials. This campaign re-set the value agenda and began to reframe the competition. In doing so, it has played a crucial role in safeguarding BA’s standing amongst the public, its staff and the City. BA posted increased profits of £230m for year ending March 2004 and has re-established itself as a FTSE 100 company. Its European position looks secure.
YOU ARE IN THE WARC INDEX:
Theories and ideas of communications
Accountability and ROI
Copytesting and pretesting
Emotional and sensory appeals
Evaluation and tracking
Long-term effects of communications
Neuromarketing, brain science
Persuasion, preference shift
Psychological effects of communications
Recall and recognition
Sales and market share
Short-term effects of communications
Wearout and decay
Brands and branding
Brand theories and ideas
No. of results per page
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the