BA plans brand relaunch and consumer campaign

re-launch of its brand later this year following the merger with Iberia.

BA confirmed it plans a major consumer campaign expected to begin in September.

An airline said: “We are working on the re-launch of the BA brand, first internally, then later in the year as a campaign.”

BA merged with Spanish carrier Iberia to form the joint parent company International Consolidated Airlines Group (IAG), headed by Willie Walsh, in December. Walsh has insisted both airlines would retain their identities. Their fleets, cabins and service are, in any case, different.

But the merger has led to fears of possible confusion among consumers - about the new company IAG, whether BA will be different and which airline a passenger may fly on.

Former BA global head of marketing Kerris Bright told advertising trade magazine Marketing: “The campaign will put a great brand back on the map. It is important for the brand to connect with consumers.” Bright left BA earlier this month.

Marketing reports the brand campaign will be the first by BA in two years. The carrier confirmed the retention of its existing marketing agencies Bartle Bogle Hegarty and Ogilv