In Brief

Facing brand awareness issues in Brazil, the U.K. based airline got their audience’s attention using a new in-store medium.

Austrian Airlines. Air France. South African Airways. British Airways. To some, the names of these airlines send a very clear message: these are the only countries we fly to. They’re listed directly in our names, so don’t even ask if we fly anywhere else. At least, that’s the problem that British Airways was facing.

In Brazil, many people thought that British Airways only traveled to the U.K. The brand was clearly facing a brand awareness issue, since many people didn’t know what British Airways had to offer for destination options. The brand could have gone with an expensive, mass media advertising campaign to try and change perceptions about the airline’s offerings, but would they be effectively reaching the right people? Chances are, no; most of the media budget would be wasted.

MEMBER CONTENT
This content is available for Basic and Pro Members.
Already a member, log in