BA takes Club World sky-high

Diefenbach Elkins Davies Baron is believed to be redesigning cabin interiors for British Airways’ Club World service, as part of a campaign to reposition it higher up the market.

The campaign aims to improve the quality of the service and is not believed to include any review of the service’s brand identity.

It will focus instead on “support tangibles, the physical part of the journey”, says a source.

A BA spokesman declines to comment on any design elements in the repositioning programme, which will be backed by an extensive ad campaign.

“Every year we look to revitalise our premium brands and later in the year we plan to substantially improve our world travel product. We can’t say any more than that,” says the spokesman.