Agency: Saatchi & Saatchi Author: 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 government's decision to open the lucrative transatlantic routes to US competition, competition which was also spending up to five times more on advertising than BA in order to enter the market, and it will be clear that BA was suffering one of the worst years on record.