British Airways has a simple motto: to fly, to serve. But not everyone is happy with a Twitter ad the brand has been serving to US consumers.
The tweet, which targeted Twitter users in the U.S., nodded to the pound’s 31-year low against the dollar following “Brexit” Britain’s decision to leave the EU last Thursday.
Your dollar has never gone further, and with our amazing 3 day sale you can see even more of London! https://t.co/yaaJ808kVW
— British Airways (@British_Airways) June 27, 2016
Last night the U.K.’s credit rating was downgraded to AA from AAA. The world markets continue to be rocked too, with Friday and Monday seeing their biggest two-day fall on record.
While the tweet received plenty of shares, in its comments BA received a backlash from consumers for capitalising on the chaos, branding the promotion “too soon”.
@British_Airways Too soon, BA. Too soon.
— Kristine Smith (@KSmithSF) June 27, 2016
Too soon. @British_Airways
— Marsha Iverson (@BookPitcher) June 27, 2016
.@British_Airways Horrendously tacky, turning the brexit market crash into a sales pitch.
— Fortunalee (@Fortunalee) June 27, 2016
@British_Airways @MarkXA before it becomes a smoking crater? sensitive marketing much?
— Mary Branscombe (@marypcbuk) June 27, 2016
@British_Airways No, your company is attempting to make $ off a tumultuous time & possible UK economic downturn. Your ad says enough. #Greed
— Smile Back (@HoppusAurelius) June 27, 2016
According to VisitEngland, Americans are the U.K.’s top spenders, making up 9 percent of visitors each year.
So far, none of BA’s competitors have promoted Brexit-themed deals. Australian airline Qantas is offering triple points on flights to London until July 4 — but the company’s promotion does not make an overt link to the U.K.’s current economic climate. Meanwhile, low-cost airline Monarch told Digiday it was offering discounts on UK flights to Spanish and Italian customers via email.
Willie Walsh, the CEO of British Airways’ parent company IAG, told Bloomberg at that he was predicting a surge in inbound tourism to the U.K. as visitors capitalize on the increased spending power of the dollar.
Other airlines like budget operator Ryanair are worried about Britain’s appetite for traveling weakening, with reduced spending putting a squeeze on margins.
Airlines have been some of the companies hardest hit by the referendum fallout. Stocks at IAG and EasyJet have fallen over 3o percent since June 23.
TikTok’s uncertain future: the issues marketers should (and shouldn’t) fret over
A TikTok ban would require U.S. lawmakers to prove that the short-form video app is a genuine national security risk. So far, that hasn’t happened.
Maybe Web3 isn’t as dead as it would seem, as agencies play with new data-generating models
Agencies are continuing to invest in Web3 technologies in new ways, from client activations to data management.
Why real estate company Windermere is adding influencers to its marketing mix and spending half of its ad budget on them
Windermere is working with Seattle-based agency PB& as well as the home-focused publication Domino to partner with influencers like design influencer Max Humphrey.
SponsoredHow critical data pillars will increase brands’ confidence in CTV
Mario Diez, CEO, Peer39 With every quarter, the balance of TV viewership slips away from the traditional linear model and more towards connected TV. Less than half of the adults in the U.S. subscribe to cable or satellite, and fewer than half of the households watched linear TV daily in the second half of 2022. […]
Digiday+ Research: Agencies’ attitudes on secondary social platforms have seen ups and downs (especially on Twitter)
Digiday+ Research surveyed over 100 agency professionals, and found that agency clients' approach to the channels categorized as "other social platforms" has been somewhat erratic over the last year.
Why DOOH is a big draw for startups and direct response marketers
As digital ad channels, like social and paid search, become saturated and data privacy gets more restricted, startups and small businesses turn to DOOH to boost brand awareness.