The company has briefed its digital agency, Agency.com, to develop a long-term plan comprising web design and build, consumer engagement and eCRM activity.
BA is believed to be overhauling its marketing strategy to give the web a more prominent role. The airline currently spends just under £2m of its £25m UK media budget on the web, according to Nielsen Media Research.
Last week, BA launched an integrated campaign spanning TV, print and radio to highlight its cut-price fares. The work, created by Bartle Bogle Hegarty, is intended to drive consumers online with the strapline 'Our most attractive prices at BA.com'.
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