BA cabin crew - don't strike!

The rumblings are rife. I can hardly count on two hands the number of people whom, over the last week or so, I've heard saying that they'll never fly British Airways again. This is mainly due to the threat of cabin crew strikes which, thwarted by management over Christmas, now threaten to ruin Easter for thousands of holiday-makers.

Do the cabin staff have a multiple suicide pact or something? Don't they like their jobs? Can't they see that their idiotic plan could bring down our national airline?

Back in the early 1980's, BA was in a lot of trouble. Over simplifying somewhat, we were just coming out of a devastating recession, fuel costs were high and passenger numbers were down. The company had been plagued by strikes and they were in a lot of poo. The then Sir John King was brought in as chairman with Colin Marshall (later to become chairman) as managing director. Saatchi and Saatchi, for whom I was working, came on board as the advertising agency and together, the team set about changing things. Saatchi's somehow satisfied the Advertising Standards Authority that use of the phrase 'The world's favourite airline" was kosher by virtue of passenger numbers; at the time, British Airways flew more people to more destinations than any other airline ergo, must be the World's favourite. That lovely, calming, catchy piece of classical music (Lakme by Delibe) was appropriated and became inextricably linked to British Airways. It seems almost comical now in these green, politically correct and straightened times but one of our campaigns focussed on the fact that if you'd booked a ticket, even if you were only one passenger, British Airways would put on a plane to fly to you to your destination. (Now, some people claim it's mere co-incidence that my time looking after the BA account corresponded with a change for the better in their fortunes. Some people may think otherwise, but I couldn't possibly comment.) Very soon, a sense of national pride in our airline was restored and so began the 25 or so 'feast' years.

The last couple of years have been hard for everyone. Again, fuel costs are high and everyone's cutting back on business travel wherever possible. But I've flown BA several times over the last year and have found the service to be excellent, prompt and courteous despite some cut-backs. That's not counting getting stranded in France, for an extra 24 hours, the day after the Big Snow shut down UK PLC but I couldn't blame the airline for that. I just counted myself lucky not to have been booked on Easyjet. Some of their passengers were stranded for four or five days.

If the cabin staff strike it could just spell the end. There are already talks of a merger with Iberia in order to survive but if loyal passengers start deserting in big numbers, the end could be nigh.

I have a little bit of sympathy with the crew. Willie Walsh doesn't strike me as the most sympathetic, charming or charismatic individual but he's a businessman fighting for his life and the future of BA here. Use mediators, find some common ground. The cabin staff need to understand that some cut-backs now are vital to ensure their future employment. Guys - painful though it may be the short term, long term prosperity, your job security and national pride is at stake here.

Don't strike! Negotiate, mediate and spare a little thought for the passengers.