BA stalls on launch of BBH 'Upgrade' campaign
by Lucy Barrett Marketing 19-Apr-06
British Airways has delayed the launch of a brand campaign until this autumn.
The airline, which appointed Bartle Bogle Hegarty to handle its £60m business last October, was expected to launch the 'Upgrade to BA' campaign this month.
Sources claim the campaign has not been approved by BA and BBH has created a price-led campaign to air in the next two weeks instead. A date for a September launch has now been set for the brand activity.
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A spokeswoman for BBH confirmed that it was working on a brand campaign to break after the summer but denied any delay.
Media buying sources claimed that the airline had already moved a significant airtime booking from early March to this month.
There has been speculation that the new tagline has been rejected by the BACC, although this has been denied.
A spokeswoman for BA claimed there were no delays to the campaign and described its launch as 'imminent'.
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