BA will cease to sell its holidays through independent retailers, concentrating on direct distribution through a call centre and web site and via its 20 BA Travel Shops nationwide.
Promoted by British Airways' central marketing department for the first time, BA Holidays launches a Florida brochure this weekend with an ad campaign through M&C Saatchi's LIDA arm.
Backed by the biggest-ever promotional spend behind BA Holidays, it will be followed by three further brochures over the next three months, Tropical Places, Cities and America, and a number of specialist brochures in association with independent operators.
Two years ago, BA decided to market its tour operations through Accoladia, but dissolved the unsuccessful venture on November 1.
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