British Airways: Upgrade

BBH London has launched a new brand advertising campaign for British Airways, led by this spot written by John Hegarty. The through-the-line campaign will be launched with this new television ad, followed by cinema, radio, press and online.
The campaign has been devised to convey the commitment British Airways makes to giving its customers an upgraded experience when they fly and highlights the high levels of service for which British Airways is renowned
This new advertising approach heralds British Airways’ reinvestment in the brand.
The television and cinema ad shows British Airways staff demonstrating their commitment to great service and to making the flying experience special by bringing the best of what they offer to everyday life.
The film shows 20 of British Airways’ own people from ground staff to cabin crew interacting with real passers-by in the Rocks areas of Sydney, Australia. The ad captures moments of service that include staff offering help with directions, cooling towels and drinks and assistance with taking holiday photos.
As well as the focus on service, the overall campaign also highlights other areas where British Airways excels. Print, online and radio components of the campaign cleverly substantiate the airline’s commitment to travellers. Examples include the relaunched business class cabin, ‘Club World’, ba.com, British Airways’ ongoing improvements in fuel efficiency and the cabin crew’s advanced medical training.
John Hegarty, Chairman and Worldwide Creative Director of BBH, said: “This is the beginning of a new era for British Airways. The campaign taps into the real difference at BA: its people. The airline’s staff have always been and continue to be their greatest asset. By filming real staff demonstrating the service they offer, but on the ground, we capture the uniqueness of BA and the upgraded experience you can expect.”