Four to launch BA’s cut-price service

HHCL & Partners will be joined by Optimedia, OgilvyOne and Wolff Olins as it develops the launch advertising for British Airways’ cut-price European airline, the plans for which were first revealed in Campaign (25 July).

HHCL & Partners will be joined by Optimedia, OgilvyOne and Wolff

Olins as it develops the launch advertising for British Airways’

cut-price European airline, the plans for which were first revealed in

Campaign (25 July).



BA confirmed this week that the project, dubbed Operation Blue Sky, will

go live early next year.



Optimedia, which handles BA’s centralised media buying, will be the

airline’s media buyer. Wolff Olins, which worked with HHCL when it

launched First Direct in 1989, will develop the corporate identity, with

OgilvyOne adapting HHCL’s campaign across Europe.



Barbara Cassani, chief executive of the carrier, secretly appointed HHCL

as a strategic partner on the project seven months ago. The agency has

advised on the airline’s communications, from selecting a name, routes

and airports to the appointment of Wolff Olins and OgilvyOne.



Rupert Howell, managing partner at HHCL, said: ’The airline doesn’t have

a marketer, so we did all the research around Europe to find where the

marketing gap lay and came up with the project definition. We’ve been

involved in every aspect of communication.’



OgilvyOne’s hiring is the first indication of how HHCL will run

international business following its deal with OgilvyOne’s parent

company, WPP, and its merger with Chime Communications three weeks ago.

Howell said: ’If the deal hadn’t gone through, we would still have

recommended OgilvyOne. But it’s worked out perfectly.’



BA is looking for a marketing director for the fledgling operation with

a brief to maintain the airline’s separate identity.



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