BA takes steps to counteract losses

The airline posted a £106 million net loss for the three months ending June 30 and is making major cuts in staffing, schedules and salaries. The advertising space will be made available from October 1 and adverts can be exclusively targeted to individual flights and specific demographic groups.

BA said more than 500,000 people per day visit its website and last year online boarding passes were issued to around 12 million of the airline’s customers.

Abigail Comber, BA’s manager for brand, has said that it is a good opportunity to get the message across to thousands of customers.

British Airways who fly out of all the major airports including Manchester, Gatwick and Stansted,have become the first major European scheduled airline to sell advertising space on its boarding passes as it seeks new revenue to stem record losses.
The airline, is now actively seeking advertisers to use space on its boarding cards and on its website.

Last month, the airline announced that it would stop serving meals other than breakfast in economy class during short-haul flights. Passengers will instead be offered snacks such as crisps, although the complimentary bar service will remain.

The move has led to criticism that BA was following the budget airlines towards a minimal service model. The decision to put ads on its boarding passes and website also copies the low-costs carriers, although BA insists that its advertisers will have a “strong heritage”.

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