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Aviation

ECA has five decades of airline experience. Beginning in the 1960s, the firm represented Northeast Airlines, which was later purchased by Delta Air Lines. The firm has also worked with Lauda Air for the USA prior to its purchase by Austrian Air.

ECA represented British Airways for the southeastern United States and Caribbean, including seven gateways, for over a decade. The firm was responsible for maximizing public awareness through media stories and the creation of specific publicity events in various markets including Miami, Tampa, Orlando, Atlanta, Charlotte, San Juan and the Bahamas. On a very modest budget, the ECA team produced hundreds of thousands of dollars worth of press coverage for the airline.

The firm was also successful in targeting Hispanic media, who before ECA's media initiatives and media trips, had very little exposure to the airline. ECA also worked closely with British Airways' U.S. headquarters in New York as well as the regional sales and marketing staff to raise public awareness for the company.

Accomplishments include:

• Concorde Anniversary
• Cessation of Miami Concorde service
• Introduction of 777
• Two Business Classes launched
• Club World $800 million improvements campaign
• $10 billion 3-year customer improvements launch
• World Traveler launch
• Food and entertainment focus
• Product rebranding
• Visits by CEO Sir Colin Marshall and related local events
• USA promotion for UK's BA Stores
• Familiarization media trips for new Gatwick and Heathrow services
• World's Greatest Offer
• Follow-up World Offer specials
• Concept for "Cuisine in the Clouds" a contest for Florida/Caribbean chefs
• Media trips, especially targeted to the Hispanic media
• BA's 75th Anniversary activities
• Withdrawal of Tampa service
• Reintroduction of Tampa service
• Launch of airport lounges


Case Studies
► British Airways' Launch of Daily Boeing 777 Atlanta Service
► British Airways' "Do the Right Thing" Model Program
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