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.