TITLE

British Midland aims to land in U.S. market

AUTHOR(S)
Goetzl, David
PUB. DATE
December 1999
SOURCE
Advertising Age;12/6/1999, Vol. 70 Issue 50, p22
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the decision of British Midland Airways to overhaul its image in relation to its plan to enter the U.S. market as of 1999. The airline has announced plans to join United Airlines and others in the Star Alliance, which will give it links to destinations around the world. The carrier switched agencies, shifting its $16 million account to Bartle Bogle Hegarty from Faulds Advertising after more than four years. The move is motivated by the desire to give its brand more recognition on a worldwide scale, which is no small task considering price and schedules largely affect consumer choice. INSET: Left at the gate: Faulds wishes new agency well.
ACCESSION #
2558300

 

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