Sorry to revive a thread gone fallow, but I understood that the TAJV meant all TA flights would be cross-sold by participating partners. e.g. I'd like to book a J class DUB-ORD direct and would be keen to book on the BA site to get the x3 avios from the BA Amex, but currently it shows as no direct flights available. I can see direct from MAD on IB, HEL on AY and BCN on Level but no EI flights from DUB.

I'll try giving BA a call but wanted to check in case I've misunderstood the JV.