British Airways has unveiled its biggest advertising campaign for more than a decade, digging into its archives with a nostalgic look back over its 92-year history in an effort to reconnect customers with its brand.
BA’s £20m brand campaign debuted on Facebook this morning with a 90-second TV ad serving as a history lesson on the airline’s heritage and the companies that combined to form British Airways.
BA said the campaign marks a ‘new chapter’
With a focus on establishing its corporate identity and the values associated with the brand, BA has dropped its tagline “The world’s favourite airline” in the campaign and revived a classic symbol of its identity: the motto “To Fly. To Serve”.
The slogan is featured on its coat of arms, which dates back to 1974, when BA was formed out of a merger between British Overseas Airways Corporation (BOAC) and British European Airways (BEA).
BA said the campaign marks a ‘new chapter’ as the airline looks to restore its public image, months after resolving a long-running dispute with cabin crew over pay and working conditions.
The trailer- which will air for the first time on UK TV tonight (Channel 4) before being rolled out internationally – will complement print ads highlighting the skills of British Airways staff, including how they are trained to deliver babies.
British Airways said the campaign is part of a £5 billion investment on new products and services, including new planes, a revamped first-class section, better catering and improvements at London Gatwick Airport. The airline is expected to start taking delivery of its 12 A380s on order in 2013.
To learn more about British Airways’ heritage, click here.
Watch British Airways’ new TV advertising campaign:
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