British Airways has had its share of troubles over the last few years with reducing volumes of business travel, rising fuel prices and staff strikes. Getting profitable growth back in the business will be a challenge as the original cachet of the brand has been diluted.

BA will implement its employee engagement programme with a campaign “to inspire pride” in the airline’s brand.

BA has suffered from well-documented friction with unions and employees, from baggage handlers to airline pilots, in recent years. It has also gone through the upheaval of the merger with Iberia and the creation of parent company International Airlines group.

via BA readies staff morale boosting campaigns | News | Marketing Week.

Is this all too little too late?