Meanwhile, BA continue to watch as operators such as Emirates establish new regional routes right under their noses. I know Emirates have an onward route structure from Dubai, but they are growing their BHX-DXB so fast that they are thinking of replacing the 330 with a 777. (Rumour source: an Emirates Aussie A330 capt I spoke with the other day whilst visiting Flt Deck)
Sadly BA seem unable to look beyond the palm-fringed shores of Waterside and I doubt the Marketing Dept even know they have 'bases' further north than the A4.