BA launches biggest advertising campaign in 10 years
British Airways will today launch its biggest advertising campaign for a decade to coincide with a five-year, £5bn programme of investment in products and customer service, including new aircraft and revamped cabins.
The TV, print and online campaign, clearly aimed at repairing the damage caused by the recent and lengthy cabin crew dispute, will focus on BA's heritage and its reputation for a British-style of service, placing new emphasis on its old motto To Fly. To Serve,
The five-year investment programme will include new aircraft, new World Traveller and World Traveller Plus cabins, a revamped First class, improvements at Gatwick and better lounges around the airline’s network.
Funds will also be allocated to improved catering and new technologies to try to improve comfort and convenience for passengers. BA chief executive Keith Williams said: “The motto To Fly. To Serve is part of the DNA of British Airways. It is on our coat of arms, and it is worn in crew uniforms. And it has real meaning and resonance for today. It encapsulates our expertise for flying and our commitment to customer service. It describes our purpose."
British Airways’ managing director, brands and customer experience Frank van der Post said: “This campaign has real substance. Not only are we investing in tangible improvements to the customer experience, earlier this year we launched an internal programme to engage with our staff.
"We’re working with our cabin crew, listening to their views and giving them tools, such as iPads, to enable them to deliver even better service.
“The technology teams are working to deliver more customer-friendly improvements to our website and apps. The airport team is developing more services for premium customers. The catering team is revamping the menus and the wines. All these changes are being delivered now and we have even more plans for the future. The whole airline is delivering on our promise, To Fly. To Serve.”
The 90-second advert will launch today at 11am on the airline’s Facebook page, following an online ‘teaser’ campaign over the last few weeks, making this the first time the first time the airline has used social media to premiere an advert. Its television debut will take place on Channel 4 during Grand Designs’ first commercial break.
The TV ad will run alongside a print campaign.
By Linsey McNeill
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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