BA backs low-cost flights with DM push

British Airways (BA) is muscling in on the low-cost flights arena with a major DM push announcing the launch of cheap short-haul air fares.

The new price structure brings BA in line with other low-budget airlines which offer cheaper seats the earlier you book.

More than 400,000 BA Executive Club and On Business members are being targeted. Carrying the strapline 'You won't believe your eyes', mailpacks explain the pricing structure, with additional communications to be sent out as new fares come onto the market.

Tullo Marshall Warren (TMW) is handling the integrated below-the-line campaign, including direct mail, email and press. M&C Saatchi is responsible for the above-the-line work.

Chris Freeland, business director at TMW, described the campaign as a double hit of product and price. "Price has been a fundamental issue with BA, he said. "But now we're saying we can compete with this end of the market without compromising service."

Fares are already available for destinations within the UK and to a number of European cities including Paris and Amsterdam.

Further bargain fares will be announced over the next couple of months, with roll-out complete by September.

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