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
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.