What The Papers Say: Some see BA’s new image as flights of fancy

Changing corporate identity is a tricky business. It’s hard to get the media to appreciate the finer details of corporate repositioning and even more difficult to get the punters to understand why a change of image should cost millions. Adding to BA’s PR difficulties was its decision to stop flying the flag on its entire fleet except Concorde.

Changing corporate identity is a tricky business. It’s hard to get

the media to appreciate the finer details of corporate repositioning and

even more difficult to get the punters to understand why a change of

image should cost millions. Adding to BA’s PR difficulties was its

decision to stop flying the flag on its entire fleet except

Concorde.



BA’s move to replace the Union Jack with bold ’images of the world’ won

it plaudits from most newspapers, trade press and broadcast media for

its commercial foresight and distinctly more international feel.

However, it left the minders of British patriotism, the Sun and Daily

Telegraph unimpressed. A Sun reader poll and indignant Telegraph

editorial sparked a storm of hostile readers’ letters.



Filtering the ’white noise’ of letters showed a media which broadly

understood and supported BA’s bid to be seen as ’global’ leaving the Sun

and Telegraph isolated. They obviously hadn’t heard BA’s new strapline -

the World is Closer Than You Think.



Evaluation and analysis by CARMA International.



Cuttings supplied by The Broadcast Monitoring Company. ’What The Papers

Say’ can also be found at: http//www.carma.com/carma.



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