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BA takes humorous approach to flying in new campaign

British Airways (BA) is promoting its network of shorthaul flights through a new ad campaign that highlights its ‘all-inclusive fares’.

Created by Bartle Bogle Hegarty London, the ads take a humorous look at various elements of a passenger’s journey and experience flying with British Airways. Media buying was handled by ZenithOptimedia and digital strategy was coordinated by 12^th Floor.   

The campaign features a ‘friendly lemon’ in a customer’s free glass of gin and tonic; a ‘happy jumper’ celebrating the generous baggage allowance; a trainer which has been kicked off under the seat in front and the fourth a croissant, which is part of the airline’s new breakfast offering.

The ads will run across TV, radio, outdoor and online, including on the Capital Network, Smooth FM, XFM, MSN, Yahoo and the Telegraph online. It will be supported by social media activity on Facebook, Twitter and Google+.

“We wanted to keep the tone light and engaging, as we have with other recent campaigns, to get across the benefits to travellers of flying shorthaul with British Airways,” says British Airways’ head of brands and marketing Abigail Comber.

“To Fly. To Serve. is about the entire British Airways experience. So far we’ve focused on our heritage, the fun side of preparing for the London 2012 Olympic and Paralympic Games and the Games themselves with our ‘Don’t Fly’ campaign,” adds Comber. “Those ads have reminded a lot of people of what British Airways stands for. Now we want them to take another look at our shorthaul network with all the service they’d expect, at prices they may not.”

Jenni Baker, London