The new and shortened name for British Airways is just BA in keeping with their web name BA.com. The new name is pronounced Bah not B.A. Effective April 1 the airline will answer the phone as BA, or BAH, how can I help you?
The new moniker is expected to same €10M the first year alone thanks to the streamlined use of syllables in all aspects of the business.
Flight towers will be able to identify flights for BA and quickly and unambiguously announce that BAH is approaching runway 11: BAH flight 451 proceed to runway 11.
Passengers will immediately know that BAH flights are being announced even though the rest of the announcement is garbled: BAH flight 112 is now boarding at gate blah, blah, blah, BAH flight 112 is now boarding at cough, cough, cough.
The Royal family has endorsed the new name while British Prime Minister Gordon Brown is considering an official and similar shorting of name/title to just BPM Gordon Brown on all governmental documents and correspondence.
BAH the full service global airline continues offering year-round low fares with an extensive global route network.