BA Greater China - Ambassador Of British Etiquette

BA Greater China - Ambassador Of British Etiquette

In another campaign that targets Chinese customers using social media, British Airways has taken on the self-appointed role as the ambassador of British etiquette . A series of humorous tongue-in-cheek online videos feature British celebrities talking about “Britishness” and what is likely to cause offense when Chinese people visit Britain.

As part of the campaign British Airways has partnered with China’s equivalent of LinkedIn, Ushi.com, to create an online dialogue around things that they believe interest Chinese people most about Britain – from golf, doing business, British education, to buying British real estate.

During last December, a series of online films featuring British personalities and celebrities was released each week. These include golfer Justin Rose and British Airways CEO Keith Williams - each offering tips and advice and joining a conversation via an online Q&A that will then be shared across other Chinese social media platforms.

Says BA’s Regional General Manager Greater China, Tracy Dedman,

British etiquette is a key element of our country’s culture as well as an integral part of what makes the service of British Airways unique.