I decided to fly to Madrid on Saturday morning, taking advantage of another good all inclusive fare with BA. I was last in Madrid in 2005 on a marketing training course and I wanted another opportunity to visit the Prado. Having posted about BA’s crass decision this week to allow a dilution of it’s brand equity on it’s on website in an effort to bring in revenue I felt somewhat guilty to then score an upgrade to Club Europe there and back. To compensate I was extra nice to the Cabin Director as we waited for the jet-way on arrival at Madrid Barajas International.
During our conversation she mentioned that BA was about to kick of a new advertising campaign which would included television. Something they have not done for a couple of years.
I hunted it down when I got back home. It starts tomorrow, Monday 7th September, and is going to have a dedicated section on the BA website highlighting the business and leisure opportunities which travelling on BA can deliver.
This is an admirable effort (by Bartle Bogle and Hegarty) and is the sort of equity and emotion building that brands need to invest in if they are to avoid a destructive race to the bottom.