Industrial strife has prevented BA from promoting its brand in the past two years, and Bartle Bogle Hegarty's work is much anticipated. So much so, that even The Sun saw fit to reveal, earlier this month, that the campaign will lionise BA's pilots as being a reason to choose the airline.
Other sources tell us that the of aviation heritage, in a bid to rekindle consumer fondness for the airline.
Reliable pilots? An emotionally reassuring trigger that will resonate with BA customers. A look back at the brand's glory years? This is a riskier creative strategy for a company whose brand is about appearing to be cutting-edge.
Such quibbles aside, the feel-good factor around BA is building again. International Airlines Group, formed by the merger of BA and Spain's carrier, Iberia, recently announced a return to profits. A peace deal signed between BA and Unite, the body representing striking cabin crew, adds to the optimistic mood.
Whatever the creative emphasis of the campaign, BA has got the timing right for an upbeat relaunch of its brand.
Primark's ecommerce venture
The local flower-seller calls them the 'Primarmy' - the bargain-hunters who throng Hammersmith's Primark store. With such a base, will be a success? Mail order has a successful history of selling to cash-strapped customers via staggered payments.
But Primark's proposition is different, and the costs of selling cheap fashion online make it tough to turn a profit. It could prove the first false commercial move in Primark's 41-year history.
Noelle.McElhatton@haymarket.com