On the one hand, British Airways is making major cuts in standard flights, including axing meals on short haul flights; while on the other, the BA First airliner is splurging £100million ($156million) to maintain its luxury standards. In its efforts to retain its luxury standards, the First cabin has undergone a lavish revamp. Designed by BA’s internal design team with assistance from luxury design agencies For people and Tangerine, the renovation has been influenced by premium British automotive brands. What is more, the new cabin offers luxurious features like a personal wardrobe, a 15-inch in-flight entertainment screen, a leather-bound writing table, and personal electronic blinds. The beds, too, are now 60% wider at the shoulders. BA is now promoting the new makeover to its high-end Executive Club and First customers through email marketing activity. It has even hired Kerris Bright, chief marketing officer at Akzo Nobel, as the head of global marketing at the airline.
It looks like the airliner wants to leave no stones unturned when it comes to wooing the wealthy.
[MarketingMagazine]
