British Airways' new ads highlight perks that flyers won’t find on low-cost carriers
Skift Take
Check one bag and buy an airport sandwich and, before you know it, that ticket from a low-cost carrier doesn’t end up costing much less than a BA seat. Ads should show the actual math.
British Airways is putting its short-haul network at the heart of its first post-Olympics marketing campaign, as it looks to stave off competition from budget carriers such as easyJet.
The campaign...emphasises the value of BA’s fares by highlighting the services included in its ticket price, such as baggage fees and breakfast, which is not the case for no-frills carriers such as easyJet and Ryanair. A series of four outdoor poster ads use a humorous tone to focus on the consumer benefits of flying with the airline.
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