BA says new advert is ‘a love letter to Britain’
British Airways has denied that its new advertising campaign, Made by Britain, is a response to Brexit.
Instead, head of brand and marketing Hamish McVey told Marketing Week that it was a ‘love letter to Britain’.
The advertising campaign has launched online today and will first appear on TV this evening.
Featuring stars such as actor Olivia Coleman, boxer Anthony Joshua, singer Paloma Faith, artist Grayson Perry and astronaut Helen Sharman, it describes what people love about Britain.
It’s BA’s biggest brand marketing campaign since the 2012 Olympics and forms part of its centenary celebrations.
So far, the video has received a mainly positive reaction on Youtube, with 374 ‘thumbs up’ and 54 ‘thumbs down’. You can watch it here and tell us what you think in the comments box below.
The campaign will run for six weeks on TV, video-on-demand and on social media channels including Instagrm, Twitter and Facebook.
McVey said it had made a ‘significant’ investment in the campaign, which is very much targeted at a UK audience, although it has also been tested in other markets, including the US.
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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