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...