Dec 14, 2009 at 01:32 PM
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British Airways Chooses IMG For Consulting

After a competitive pitch, IMG has been named British Airways agency of record for sponsorship marketing. In the role, IMG will assist BA in activating existing sponsorship investments, as well as, identifying new opportunities.

British Airways' major ongoing sponsorships include the London 2012 Olympic and Paralympic Games, Taste of London and the British & Irish Lions Tour (rugby).

Part of the company's activation around the 2012 Games is rooted in their recently launched Great Britons program, which is a £500,000 fund set up to offer U.K. talent the opportunity to travel for free, offering up to 180 flights a year until 2012.

"Whether you're the next Mark Ronson on the road to the Miami Music Festival, the future Sam Mendes planning a trip to the Cannes film festival, or even a local choir hoping to visit the Vatican, entries from all backgrounds are welcomed," BA's promotional material for the campaign reads.

How do properties know if BA's the right fit for them? Consider the brand attributes laid out on the carrier's sponsorship website:

  • Safe and secure
  • Professional
  • Warm
  • Thoughtful
  • Responsible
  • British

    And a few to avoid:

  • Politically sensitive or controversial matters
  • High perceived level of risk
  • Content featuring an airline crisis (e.g. a crash or hijacking)
  • Content featuring traumatic violence
  • Content that impacts negatively on our brand

    source: Brand Republic