British Airways has launched the first phase of a major advertising campaign to fight back against the no frills carriers. The campaign will use television, press, radio, poster, online and new media to get the message across.

The advertisements will appear in everyday locations, where BA says the airline is not traditionally seen, including nearly 200 Nationwide cashpoint machines, 8,000 panels in underground trains and at 75 underground stations, plus arrivals and departures boards in rail stations in London and the UK.

BA says the advertising challenges the perception that BA is expensive and promotes the carrier's new low fares to Europe.

The advertisements feature bursting 'fat prices' such as the £69 return fare from London to Paris and Amsterdam with the strapline 'Have you seen how small our prices are?'.

Martin George, director of marketing and commercial development says the campaign signals that BA is serious about competing with the no-frills airlines: 'People want a full service flights at no-frills prices and that is what we are offering.'

The campaign will run until March 2003. Details: www.britishairways.com