Challenge
Following a number of high-profile difficulties, British Airways hired Pagefield to help build its reputation during its centenary year and communicate its multi-billion-pound investment plan.
Approach
To celebrate the centenary, we devised and implemented three future-looking campaigns to position BA as thought leaders in the aviation sector, covering topics such as sustainable fuels, future technology and work practices. We also suggested consumer facing campaigns, such as re-painting planes in classic livery. We also developed a high-level stakeholder engagement programme for CEO Alex Cruz to ensure that prominent journalists were educated on the new investment programme.
Results
The centenary campaigns were a huge success, generating significant national coverage as well as platforms for positive engagement with Government over the future of sustainable aviation. Alex Cruz met with every editor on Fleet Street and was interviewed positively on the BBC and Sky News outlining his investment plans.
Key People
