SUPERBRANDS ANNUAL 2013

BRITISH AIRWAYS

Superbrands.uk.com

Brand History
1919: AT&T operates the first
commercial scheduled flight.

1924: Imperial Airways is formed

as the UKs first nationalised airline to
operate UK air services.

1936: British Airways Ltd is formed

from United Airways, Hillman Airways
and Spartan Airlines.

During its 94-year history, British Airways has been at the forefront of innovation in aviation.
Its pioneering spirit has led to numerous industry and world firsts; the first commercial
scheduled service, the first commercial jet service, the first commercial supersonic service,
the first fully flat business class beds, and the only long haul service from London City
airport. Today it remains one of the worlds most enduring airlines.

1940: BOAC is formed from the

merger of Imperial Airways and British
Airways Ltd.
As part of its environment programme
British Airways has confirmed its financial
commitment to GreenSky London, in
partnership with Solena, which will provide
sustainable jet fuel made from waste.

Industry publication PR Week called it the

most impactful Olympic campaign. Dont
Fly was supported by a hugely successful
social media campaign encouraging people
to use #HomeAdvantage on Twitter. In an

2008: British Airways new home at

British Airways has become the first UK airline

to get CAA clearance to offer customers
travelling long haul the ability to watch in-flight
entertainment, from taking their seat until
arrival.

online version of the advert on the British

Airways Facebook page, users could input
their postcode and watch the aircraft taxi down
their street.

London Heathrow Airports Terminal 5

is opened.

Promotion

1946: BEA is formed as the second UK

nationalised airline to operate European
air services from the UK.

1952: The worlds first commercial jet

service takes off.
1974: BOAC and BEA merge to form
British Airways.

1976: The worlds first supersonic

service by Concorde takes off.
1987: British Airways is privatised.
1988: Club World and Club Europe
cabins are launched. British Caledonian
joins British Airways.

1999: The oneworld alliance launches

with British Airways, American Airlines,
Canadian Airlines, Iberia and Qantas as
the founding members.

2009: Club World London City

Market
The UKs largest international scheduled
airline, British Airways has its principal place of
business in London with a significant presence
at London Heathrow, London Gatwick and
London City. With some 20 million people
within commuting distance of the three
airports, British Airways operates from one of
the worlds largest premium travel markets.
British Airways supports the UK economy by
providing vital arteries for trade and investment,
meeting demand for both business and
leisure travel. The airline flies approximately
34 million customers a year to more than 160
destinations around the world.
The airline industry is highly competitive
and faces many unique challenges. The real
opportunity for growth now coming through
consolidation. British Airways is a founding
member of the oneworld alliance and in
2010 formed a transatlantic joint business
with American Airlines and Iberia. In January
2011 British Airways merged with Iberia to
form the parent company International Airlines
Group (IAG). In April 2012 IAG acquired bmi

45881_SBA2013_028-029_BritishAirways.indd 28

(British Midland International). British Airways

completed the process of fully integrating bmi
into British Airways business in October 2012.

Product
British Airways is a full service airline offering
a range of flights to UK domestic, short
haul and long haul destinations. Its flagship
cabin, First, is designed to be the epitome of
understated elegance.

British Airways is the only airline to operate

a long haul flight from London City airport
through its Club World London City service.
Launched in 2009, the service to New York
JFK is comprised entirely of business class
seating and offers a range of premium
services from fast-track immigration to in-flight
SMS and internet access by way of the OnAir
communication technology system.

Achievements
A recent 100 million refit
In 2011/12 British Airways continued to
took inspiration from
add accolades to its extensive trophy
Did You Know?
the airlines heritage
cabinet. Industry prizes, such as
Flying Start, the airlines
during an era in
Best Airline Worldwide, Best
charity partnership with
which luxury travel
Short Haul Carrier, Best Frequent
Comic Relief, has raised in
was pioneered by
Flier Programme and Best
excess of 4 million for
British Airways
Business Class in the Business
projects in the UK and overseas
predecessors.
Traveller Awards 2012, were
that transform the lives of
British Airways
joined by four more awards in
some of the most
revolutionised
Global Travellers ninth annual
disadvantaged and
business travel with
GT Tested Reader Survey Awards,
vulnerable children
the introduction of flat
including Best Business Class.
around the world.
beds in 2000, and the
patented design means
Recent Developments
that even today British Airways
British Airways launched a 5 billion
Club World remains unique.
investment programme in 2011, which will

28/01/2013 16:11

launches an all business-class service

with only 32 seats.

2010: A redesigned First class cabin

is unveiled and a joint business with
American Airlines and Iberia launches.

2011: British Airways merges with

Iberia to form the parent company IAG.
British Airways moves into a new 76
million state-of-the-art home at London
Gatwick and launches its new brand
campaign, To Fly. To Serve.

2012: IAG acquires bmi and fully

integrates into British Airways. British
Airways successfully completes its Tier 1
sponsorship of the London 2012 Olympic
and Paralympic Games.

see its customers benefit from new aircraft,

smarter cabins, elegant lounges, and new
technologies designed to make life more
comfortable both in the air and on the ground.
The new aircraft 24 Boeing 787s and 12
Airbus A380s will join the British Airways fleet
from 2013.

45881_SBA2013_028-029_BritishAirways.indd 29

British Airways has a reputation for iconic

advertising and its To Fly. To Serve. campaign,
launched in September 2011, was no
exception. The airlines biggest campaign
in more than a decade, its objective was to
restate what British Airways stands for and to
reinforce brand pride and passion among
both customers and employees.

In October 2012, this was followed by another

campaign to promote the airlines short haul
network by emphasising the excellent value of
its all-inclusive fares. The adverts use humour
to demonstrate various elements of the flying
experience. One of the adverts focuses on the
friendly lemon that a customer receives in
their complimentary gin and tonic.

Brand Values

British Airways believes

Did You Know?
Building on the notable They
in putting the customer
Will Fly campaign featuring
first in everything it
The first of its kind at any
sponsored athletes such as
does; a core value
Olympic Park to-date, British
Jessica Ennis and Louis
immortalised by
Airways presented Park Live,
Smith, in June 2012 British
its 35-year motto:
enabling over 800,000 visitors to
London 2012 Olympic and
Airways launched its
To Fly. To Serve.
Paralympic Games to cheer on live
Olympic- and ParalympicIn practice this
sporting action broadcast on giant
inspired marketing with a
combines three core
screens, hear from medaltongue-in-cheek advertising
elements: iconic
winning
athletes and enjoy a
campaign that encouraged
British style, which
picnic on dedicated
Brits to stay in the UK during the
runs through everything
riverside lawns.
London 2012 Games to support
it does; a thoughtful
Team GB and Paralympics GB. The ad
service that is both intuitive
featured a British Airways aircraft taxiing
and knowledgeable; and flying
through London, bringing supporters together
know-how. The airlines reputation is built
to the rallying sound of London Calling by
on its heritage of excellence in all areas of
the Clash. Adverts with similar messaging
flying and uncompromising standards of safety
were also placed in papers. The Dont Fly
and security.
advert attracted more than 5.84 million views
online and 260,000 brand conversations.
www.ba.com

30/01/2013 09:03