Go’s premature take-off reveals pricing strategy

British Airways’ veil of secrecy surrounding its new cut-price airline, Go, was blown away on Tuesday when BA inadvertently revealed its routes and prices two days ahead of schedule.

British Airways’ veil of secrecy surrounding its new cut-price

airline, Go, was blown away on Tuesday when BA inadvertently revealed

its routes and prices two days ahead of schedule.



An ad appeared in London listings magazine Time Out, revealing that

return flights to Go’s initial destinations, Rome, Milan and Copenhagen,

would cost pounds 100 - much lower than the prices of other

operators.



The ad confirms that Go’s first target will be rival budget airline

Debonair, rather than EasyJet or Ryanair, as it is the only cut-price

airline flying to Rome and Milan.



The ad has failed to distance Go from BA, despite assurances that they

would operate separately. It uses the strapline ’The new low-cost

airline from British Airways’.



EasyJet issued a writ against BA last month, saying that Go was unfairly

exploiting its links with BA.