British Airways launch BA Connect with a helpful hand from BJL
British Airways will officially launch its new regional airline service, BA Connect, later this month with an integrated campaign created by BJL. The Manchester-based agency, which was first appointed by BA in 2004 to handle work for its BA World Cargo brand, has been tasked with developing a campaign to run throughout key parts of the country.
BA Connect has been created to bring extra benefits to air travellers from 11 UK airports by offering lower fares and more choice. There will be two million seats available each year, with prices being slashed by more than 40 per cent.
The key message of the campaign, ‘Connecting new lower prices with the same great service,’ will be communicated via local press, radio, outdoor, promotions and online activity.
Jackie Holt, partner at BJL, said: \"This is an important move for BA. The airline has recognised that travellers appreciate the BA brand, but on occasion may have used alternatives because of price differentials. The campaign has been designed to be a direct straightforward challenge to the low-cost airlines, by combining the service passengers love with highly competitive prices.\"
Meanwhile, the BJL creative team has been in South Africa shooting TV commercials for Pilkington, one of the world’s largest glass manufacturers and a long-term client of the agency. The £2million campaign, which marks the brand’s return to television advertising after an absence of over 12 years, will promote Pilkington Activeâ„¢, a new groundbreaking self-cleaning glass, to consumers.
The ads will appear on both terrestrial and satellite TV channels and will be supported by press advertising and a product website. An additional B2B campaign will be launched to help to build sales and awareness through the trade.