Spec pitch wins BA in-flight TV project

More cases of free-pitching are coming to light, with clients including British Airways asking for unpaid speculative work.

Module Communications has been appointed after a unpaid creative pitch to create the on-screen design of BA’s ú80m new in-flight interactive information and entertainment system.

The consultancy pitched against 19 other groups and was shortlisted with five others to take part in an unpaid creative pitch. BA marketing executive Emma Horrill says: “There is a company policy not to pay for any proposals we are sent.”

Module will consider the issue of the airline’s interactive branding. Passengers will have access to a personal computer with interactive display facilities, including up to 24 movie and entertainment channels, computer games and in-flight shopping.

Initially about 30 000 individual screen and control panels will be installed on BA’s 85 long-haul aircraft. A full trial will take place next summer.

Design consultancy Light & Coley has refused an invitation to free-pitch from Anglo Enterprises for graphics and identity development for a children’s theme-park attraction.

Light & Coley was asked by the company “if you are prepared to win our business by submitting rough visuals” before commissioning the identity work.

The consultancy’s managing director Alan Coley comments: “We have declined to become involved with the organisation and would recommend the same response from others.”