Create a 8 page essay paper that discusses MKT5A5 Application coursework.
The ‘open skies’ agreement with the US in 2007 and government deregulation in the 90s has seen the two major airline sections alter their strategies to stay in line with these changes (Data Monitor, 2014). There two major sections, one is the major global carriers for instance, British Airways and low budget carriers such as Ryanair. In addition to the 9/11 attack, the volatile economic effects and the rise in oil prices has seen a number of airlines go into liquidation. This essay analyses British Airway’s adverting strategy.
British Airlines is the leading airline in the UK and its history can be dated back to 1919, however, the British Airways Group began its operations in 1974 (Data Monitor, 2014). During its years in operation the entity has moved from a government-owned entity to a private firm and has undergone a series of reorganisations making it the second largest airline in Europe and third globally. Currently, the airline has flights in over 300 destinations across the world and has over 33 million passengers (Data Monitor, 2014). It is clear that the airline has been adversely affected by the global economic crisis calling for the need to review their advertising strategy to reach a high number of consumers and manage its brand more effectively.
British Airways launched a major campaign in eleven years with a £20m funding by using its employees to promote the desirable qualities of the airline a few months after solving the controversial cabin crew dispute (Sweeney, 2011). The TV advertisement was displayed on British Airways Facebook page and was first aired in the UK and US markets before it was aired to other global markets. The outdoor campaign and supporting press was included in seven advertisements stressing on the skill and experience of the British Airways staff. One print advertisement was done on a baby jacket to draw attention to the fact that the staff members were trained to deliver babies if need be the