Originally Posted by
Swanhunter
I'd have to disagree as I cannot see how serving SYD is in anyway brand enhancing. As noted above BA have to continue with SYD as part of the JSA. Renegotiate that and they'd drop it tomorrow.
But can we definitely say that is the case? No.
Why would BA set an entire UK ad campaign in Sydney in 2007? Why not somewhere more profitable such as New York? Sydney was chosen because it is the furthest BA destination from the UK. It shows that BA flies to the other side of the world. It matters. And more to the point, VS knows it matters. That's why they went there in the first place and that's why they are still there. It's not exactly VS's strongest route...