British Airways asks travel trade to support new ad campaign

British Airways has asked the travel trade to support its new leisure advertising campaign to be launched on 3 November.

The airline is now relying on agents to back its marketing campaign in the economic downturn.   It says the campaign was launched after independent research by Mintel which showed that consumers won't sacrifice their holidays despite the credit crunch. 

The campaign aims to promote authentic travel and inspire people to explore new cultures and local experiences when they travel.

''This research from Mintel shows that people aren't prepared to sacrifice their holiday," says Adam Daniels, head of leisure sales. "In fact, anecdotal evidence that we are receiving from the travel trade suggests that travellers want to be more involved with every step of their holiday experience. For example, we know that they are increasingly asking their agents to ensure that they're booked with a name they trust.

"The research also shows that although travellers may not be going as frequently as before, they are looking to get more out of their travel investment both in terms of experience and value. 
 
''They want to get off the beaten track and discover a different side to destinations that travellers are already familiar with. Who better to help with this campaign and really encourage travellers to explore a destination than the travel trade who already have that expert knowledge?''