470 Relationship Marketing
British Airways’ leading role in world air transport is reflected in its performance in
the various award schemes for the airline industry. The following summary lists
some of the main accolades collected by the company and its people in 1993.
●Business Traveller Airline of the Year Award – for the four consecutive years 1990
to 1993.
●Air Transport World magazine’s ‘Airline of the Year’ award – for the third time.
●A MORI survey conducted by Travel Agents voted British Airways their favourite
airline.
●Lord King was named Businessman of the Year for 1992.
●Influential UK magazine Campaign names British Airways ‘Advertiser of the Year’
for the ‘Global campaign’ and ‘The World’s Biggest Offer’.
●‘The World’s Biggest Offer’ campaign picked up seven awards, including a top
award for Best International Campaign, in the annual awards presented by the
Institute of Sales Promotion.
●Travel Trade Gazette presented British Airways with its ‘European Airline of the
Year’ award.
●The World Travel Market awarded British Airways with its Global Award.
●British Airways was voted ‘Best Holiday Airline in the UK’ by readers of the Radio
Times and viewers of ITV’s ‘Wish You Were Here’ holiday programme.
●Lord King was presented with a special ‘World Globe’ award at the Executive
Travel magazine Airline of the Year Awards for his outstanding contribution to
international aviation during his Chairmanship of British Airways.
●Travel Weekly magazine voted British Airways ‘Best European Airline’.
●British Airways Sales Teams received an award for ‘The World’s Most Direct
Accessed Airline’ in the Amadeus computer reservations system in 1992, after
dominating several key markets in Europe.
●British Airways was named ‘Best Transatlantic Airline of the Year’ by Ashington-
Pickett Airlines and Travel Report.
●British Airways won PR Week’s Public Relations Award for the Best Employee
Communications Programme.
●British Airways was awarded the Association of South African Travel Agents’
‘Airline of the Year’ award for the third year running.
●British Airways chefs received a Gold Medal at the prestigious International
Exhibition of Culinary Art.
●Sir Colin Marshall received the Institute of Management Gold Medal.
●The ASTA-Smithsonian Environment Award was presented to British Airways by
the American Society of Travel Agents for achievements in conservation and
preservation.
●Lord King received a Gold Medal from the British Association of Aviation
Consultants for outstanding services to British aviation.
●US magazine Financial World named British Airways ‘Best European Airline of the
Year’.Figure 6.2.1 Awards won by British Airways.