British Airways has revealed a new slogan for its campaign in Cairo, saying it has no intension to suspend operation, Amirah Ibarahim reports. British Airways is launching a five-year programme of investment for the benefit of customers, coinciding with the company's biggest brand advertising campaign for a decade. The airline last week hosted a media roundtable discussion in Cairo to offer a short-term insight on the aviation industry According to Mervat Alfy, British Airways commercial manager in Egypt, the investment will see British Airways customers benefiting from new aircraft, new World Traveller and World Traveller Plus cabins, a revamped first class, significant improvements at Gatwick and better lounges around the airline's network. Funds will also be allocated to improved catering and new technologies will make the travel experience more comfortable and convenient for customers on the ground and in the air. "To Fly. To Serve is the largest British Airways brand advertising campaign to roll out in a decade and the first ever launched by the airline using social media," stated Alfy. "The airline has committed to spend more than £5 billion on customer products and services over the next five years." Alfy added that earlier this year, the airline had launched an internal programme to engage with the staff. "We're working with our cabin crew, listening to their views and giving them tools, such as iPads, to enable them to deliver even better service." The BA technology teams have been working to deliver more customer-friendly improvements to the website and apps. This includes the airport team; developing more services for premium customers and the catering team which is revamping the menus. Speaking of the current political crisis in Egypt, Alfy indicated that BA was one of very few airlines working in Egypt that did not stop operation following the 25 January revolution and the unrest that followed. "We came to reduce operation but as soon as things tended to return to be normal, we retained our normal schedules from Cairo," Alfy explained to the media. She added that the airline is certain about the Egyptian market and went far to decline any intensions to suspend operation during the coming parliamentary elections. "We expect an impact to the load factor of passengers over the London-Cairo route, but we do not see any serious impact that would cause us to suspend the route," she added. "Our operation in Egypt is fully aligned with the global campaign, which will see British Airways continue our efforts to put the customer at the heart of everything we do. With 90 years of world travel expertise, British Airways is as committed as ever to delivering world-class services to all our customers," Alfy concluded.
