BRITISH AIRWAYS - Today. Tomorrow.

BA’s long-serving creative agency BBH London was commissioned to develop a new major advertising campaign that builds on the premise of BA’s successful ‘To Fly. To Serve. ’ positioning. The airline’s latest TV commercial combines both the technological advancements of the airline and its attention to detail. The motto for these adverts, which also includes a print campaign, now runs ‘To Fly. To Serve. Today. Tomorrow.’

Featuring real BA staff, the campaign showcases the diversity of BA’s latest technological developments, from the new Boeing 787 and the Airbus A380 , its new electronic bag tags, to its slightly older Heathrow Terminal 5 . The advert’s marketing message, shot both in ‘micro and macro’ footage (from fingerprints to satellite imagery), is tied together by the repeating image of their BA ‘To Fly. To Serve’ crest being stitched into a piece of uniform.

The overall aim is to show how every moment of the journey is crafted and thought-through by the airline. Comments Abigail Comber, marketing lead at BA, “People seem to relate to the emotion of flying and airports and this is something that comes across in this latest advert. There’s also a nice nod to our legacy in aviation, while showing our innovation with new aircraft too.”

The 2-month UK-based campaign uses TV, cinema, press, digital, outdoor media and social media (this month’s report also features BA ‘Tweetliner’ initiative that accompanied its Today.Tomorrow campaign).