Creating and implementing relationship marketing strategies 467
Table 6.2.2 Milestones in BA service and brand development1986 Services are developed as brands.
1987 Club World and Club Europe launched in November with £8 million ad cam-
paign, total cost more like £20 million.
BA challenged Mills of Mills, Smith & Partners ad agency to find a way to fill 9
million empty seats. In 1987, BA signed up as the principal airline supplier and
partner and owned 51 per cent of Air Miles UK, launched 1988.
1989 BA’s SuperShuttle service relaunched August, cost £11 million. Super Shuttle
Executive and Super Savers. Aim of getting 2 per cent more business class
reservations.
BA’s First Class revamped in March.
1990 April Problems of providing enough business class seats, which provide 50 per
cent of revenue.
Skyflyers launched to cater for unaccompanied minors.
1991 January World Traveller and Euro Traveller new brands introduced.
Michel Roux taken on as consultant to kitchens whereas Virgin has Raymond
Blanc.
BA initiated ‘Sprint’ package of cuts, including reduced service levels in first
class. ‘No one used them and it saved us thousands’, BA spokesman, December
1991.
Air Miles Latitudes scheme, which gives frequent travellers free Air Miles, is
launched in March.
Air Miles US launched in July. BA not one of the airlines supplying seats to
them.
June £10 million package of customer service enhancements, called Mission
Atlantic, to maintain competitive edge in US.
September Club Europe gets £7 million new lounge at Heathrow and new seat
selection and improved catering and quick car check-in.
1992 February Executive club frequent traveller programme in USA, which includes
a mileage programme towards free flights.
By March 4 million consumers were joining Air Miles scheme.
October Cargo business rebranded British Airways World Cargo.
1993 January BA offers first-class passengers navy blue pyjamas, duvet and a hot
drink on overnight flights.
Fast Track launched in April. Dedicated, fast, no queue service from check-in to
the departure lounge. Airline launches ‘Well Being in the Air’, a £100 million
programme of enhancements to the airline’s premium long-haul brands.
Some criticism of Air Miles that it encourages employees to build up longer
flights for their own holidays. Planning to increase customer base to 5 million.
Can collect Air Miles from between 150 and 200 companies.
BA multi-million project to make seats wider for future taller and broader pas-
sengers.