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
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Phocuswright reveals the world's largest travel markets in volume in 2025
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists
Cyclone in Sri Lanka had limited effect on tourism in contrary to media reports
Singapore to forbid entry to undesirable travelers with new no-boarding directive
Euromonitor International unveils world’s top 100 city destinations for 2025