After plunging UK travel into chaos, British Airways CEO Alex Cruz announced that he will not resign. And why should he? BA needs his bold leadership now more than ever. In the spirit of not letting a crisis go to waste and no such thing as bad publicity and there’s no platitude like business platitudes, I’m expecting him to announce that this was actually a successful promotion for BA’s new motto: Slow Travel©.
Imagine the scene: First a harried woman being yelled at by her boss, forced to rush through some task, papers dropping every which way. Voiceover: Your work life can be pretty stressful. Rushing all the time.
Cut to: Same woman with her family, rushing through an airport, trying to catch a flight to Disney World or Mallorca. Boarding closed, children in tears. Voiceover: You don’t need the same stress on your holidays.
Cut to: Another family happily strolling through the duty-free selection. Voiceover: When you fly with British Airways, our international team of IT experts will make sure that you have untold hours to browse through the world-class shopping attractions of Heathrow… Maybe even days!Cut to: Happy children playing in the Terminal 2 play structure. Voiceover: Joyful moments like this can’t be rushed!
Cut to: Passengers sleeping on the floor and seats in the terminal. Voiceover: Travel means taking the time to get close to new people.
Cut to: Alex Cruz saying “Slow travel. Because Bland Acquiesence is what BA is all about!”