British Airways is to relaunch its brand later this year following its merger with Iberia.
Details of the rebranding will be kept under wraps till autumn, but the national carrier is hoping the campaign will put the airline back on the map as one of the world’s iconic brands.
According to Marketing magazine, BA is understood to have retained creative agency Bartle Bogle Hegarty as well as digital and direct agency OgilvyOne.
A spokesman for the airline said: “We are currently working on the re-launch of the BA brand, first internally with our staff then later in the year as an advertising campaign.”
It will be the airline’s first dedicated campaign in two years, and the first since it became part of the International Airline Group.
The campaign will also aim to clear up any confusion among consumers about the airline following its merger with Iberia.
Former BA global head of marketing Kerris Bright told Marketing magazine: “The campaign will put a great brand back on the map.
“It is important for the brand to connect with consumers.”
However Bright left BA earlier this month.