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September 29, 2006

BA aims for greater experience

British Airways is looking to put a greater focus on it’s face-to-face activity, both internally and externally, and has recently hired experiential communications agency PCI Fitch to manage its global marketing and internal events programme.

The company has a series of high-profile launches on the horizon – including the integrated launch later this year of the airline’s new Club World product and the opening of its premium cargo facility at Heathrow – and it’s hoped that PCI Fitch will be able to weave their award-winning experiential magic on them.

Jayne O’Brien, head of brands and marketing communications for British Airways, said: “We are confident PCI Fitch will be an integral part in our marketing and communications strategy that includes a greater focus on face-to-face events for both our staff and our customers.  We’re looking forward to establishing a great working relationship with them.”

This is the latest in a string of high-profile wins for PCI Fitch in the last three months.  “BA joins a number of new high-profile clients for PCI Fitch, including, HSBC, for whom we have been commissioned to produce a series of films for the global relaunch of the bank’s Premier Banking division and Nokia for the global launch of its flagship retail stores,” said the company’s managing director, Peter Cowie.

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