The program will target partners in toiletries, accessories, games, publishing, greetings, fitness, art and gifting, as well as travel and pampering experiences. In addition to traditional retail routes, licensees may have opportunities for in-flight sales and online.
"The depth and prestige of the British Airways brand presents a host of opportunities for licensing," says Vickie O'Malley, managing director at CPLG U.K. "We are delighted to be working with one of the U.K.'s premium global brands and to have access to fabulous art assets, including the British Airways, BEA, BOAC and Imperial Airways' ad campaigns, down the years. We also plan to use the brand values to work with partners providing experiences, services and products where the BA brands can act as shorthand for the premium level of comfort and service on offer."
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