British Airways is to run a competition in the Sunday Times this
weekend, inviting members of the public to design their own tail
fin.
Readers will be invited to submit designs which ’embody their community,
and express an aspect of British life today.’
The move has been designed partly to counter the media focus on the use
of foreign designs when BA’s new identity was unveiled in June.
’We already feature some imagery from the UK on our aircraft, but
through this competition we want to find out what Britain means to the
people of this country as we head towards the new Millennium,’ said BA
marketing director Martin George.
A spokeswoman added: ’Some sections of the media focused on the flag
element without looking at the bigger picture. Although initial research
showed that British people reacted less well to the new design than
people overseas, once the strategy is explained it is understood.
’There is a job to do re-educating the public about our commitment to
all the communities we serve, including the UK.’
The winning designs will be painted onto BA aircraft.
