British Airways - Climbing above the turbulence. How British Airways countered the budget airline threat

This case study tells the story of how BA faced up to new competition using communications to drive through a fundamentally restructured business model.
Agency: ZenithOptimedia and M&C SaatchiAuthors: 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 ...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands