UK Volume 22 Superbrands UK Vol. 22 Despite facing unprecedented challenges caused by the global pandemic, British Airways has come back fighting. 2021 saw the airline looking to the future with its industry leading BA Better World programme, the launch of a new brand campaign and an award for Best In-house Comms Team at the PRWeek Awards Market British Airways, part of International Airlines Group, is one of the world’s leading global premium airlines and the largest international carrier in the UK. With its home base at London Heathrow, British Airways flies to destinations in more than 65 countries. British Airways has a fleet of more than 250 short and long haul aircraft, including eight new fuel efficient Airbus A350s and more than 30 Boeing 787s. Product British Airways offers a range of flights to UK domestic, short haul and long haul destinations. From the flagship premium cabins of First, Club World and Club Europe to the World Traveller Plus and economy cabins of World Traveller and Euro Traveller, all customers benefit from competitive price points and cabins to suit customers’ needs. Achievements British Airways recently celebrated the relaunch of transatlantic flights with a historic dual take-off from Heathrow in partnership with Virgin Atlantic. BA’s first flight was directly powered with 35% sustainable aviation fuel, reinforcing the airline’s commitment to put sustainability at the heart of everything it does. To meet customers’ ever-changing demands, British Airways also launched a successful trial with the digital health pass VeriFLY, allowing customers to ensure they have the correct documentation uploaded before they fly. Across its network, British Airways also launched a new codeshare agreement with Kenya Airways, allowing customers to connect onto 20 destinations across East and Central Africa. A commitment to enhance customer experience has seen the roll out of its newest business class seat, Club Suite, as it continues to retrofit the seat across its Boeing 777 fleet, with all aircraft expected to feature the seat by the end of 2022. On the ground, customers also benefitted from the addition of new ‘Forty Winks’ sleep pods in the Concorde Rooms at JFK and Heathrow and the First Lounge at Heathrow. To celebrate the re-opening of lounges, it launched an exciting new cocktail menu in partnership with renowned bartender Mr Lyan, featuring unique recipes designed in celebration of the airline’s heritage and iconic colleagues. On board, a new ‘Best of British’ menu was launched on long haul flights, focusing on seasonal ingredients and British provenance, taking customers on a culinary journey across the British Isles. Across short haul, the airline unveiled its new inflight digital ordering platform, allowing customers to order items from the onboard ‘Speedbird Café’ directly to their seats. Recent Developments In September, British Airways launched its BA Better World sustainability programme, partnering with Airbus to paint one of its most modern, fuel-efficient A320neos in its new sustainability programme colours. A key part of the programme is a collaboration with bp, committing to purchase enough sustainable aviation fuel for all its flights between London, Glasgow and Edinburgh during the UK’s COP26 climate change summit. In a UK first, British Airways also announced that customers could purchase sustainable aviation fuel to reduce their carbon footprint via its not- for-profit organisation, Pure Leapfrog. British Airways has a clear plan to achieve net zero carbon emissions by 2050, including investing in more fuel-efficient aircraft, improving operational efficiency and investing in the development of sustainable aviation fuel and zero emissions aircraft. Promotion In May, the airline launched a new brand campaign ‘You make us fly’, marked by a 60 second TV ad featuring colleagues from around the business. The airline’s new A350 aircraft are up to 40%more fuel efficient than the aircraft they replace DID YOU KNOW?