BA initiative has designs on boosting British

British Airways is to run a competition in the Sunday Times this weekend, inviting members of the public to design their own tail fin.

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.



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