Agency: ZenithOptimedia and M&C Saatchi Authors: Rob Day, Richard Storey and Andy Edwards

British Airways

Climbing above the turbulence

How British Airways countered the budget airline threat

TROUBLED TIMES

The twenty-first century has not exactly been kind to British Airways. Serious threats to BA's business have followed one after another: the bursting of the dotcom bubble and subsequent recession; SARS; the hideous events of 9/11 and the continuing threat of terrorist strikes against passenger aircraft; wars in Afghanistan and Iraq, and their surrounding uncertainty; associated spiralling insurance and fuel costs; the strength of sterling versus the dollar, inhibiting inbound US tourism.