Media: TV, presses and face book
Target audience: all the people who will have a flight, not matter age and gender
Strategy: restore and underpin the brand image, hope passengers will trust BA again and remind the traditional of BA as well.
As Frank van der Post, the managing director of BA, said that BA was a strong brand so they jusr need to said louder their story now.
Accordingly, it can see that the campaign for BA is telling the story.
The tvc used 6 diverse settings tells a story about aviators with the same promise and dream: safety back and fly with enthusiasm. Use the myth about aviators’ hope and passion connect audiences’ emotion and lead them to remember the motto about BA is ‘To Fly. To Serve.’ And add up the music, stable colour and monologue make the tvc more warmth, reliable and impressiveness. However, due to the long monologue which without the subtitle, thus this tvc may be hard to express the message to the customers who are not very well in English.
The presses used 3 parts of BA’s service and safety: new born baby, engineer, and turnaround. All of these are truth stories and arouse the passengers’ experience. The press uses a long script to describe the story, that’s great and touch the heart actually. But it perhaps will make reader have a little confusion when they just see images. Overall, the presses convey the core message, ‘To Fly. To Serve.’, in this campaign.
The face book posts the video tell the true story about the captain in BA how to spend her time in the destination and encourage passengers upload their activity in the destination.
Eventually, it may be have some individuals will think this campaign is too smooth and lock of unexpected feature, but I think that is right. As a airways company it don’t need the exerting element here, just need to tell the audiences their promise, that is enough. After all it isn’t a drink brand, isn’t it?
Our Turnaround Team are often responsible for the safe loading and prompt departure of the most precious cargo imaginable, for life-saving transplant operations. There’s no margin for error in these deliveries. No delays. No mistakes. All in a day’s work. To Fly. To Serve.
Uniting donor tissue with its new owner is an incredible logistical challenge. As soon as a match is identified the clock starts. The typical window of opportunity is 12-24 hours.
Engineer Martin Wood has been with us for 20 years. This is the back of his hand.
Martin’s long experience means he knows every part of a 747 as well as his own family’s face. He’s not unusual. Many of our engineers have been with us as long. But they’ve always got an eye on the future. Our apprenticeship scheme ensures they pass their knowledge on to the next generation. To Fly. To Serve.
A 747 aircraft has roughly six million parts. Three million of which are rivets. Three million are independent parts. This Integrated Drive Generator is just one of them.
Every team on every flight includes crew who have trained specifically to ensure safe birth in the air. Just one of many skills they’ll train for, but rarely need. And that’s the point. The best cabin crew don’t just carry out their duties flawlessly. They take anything in their stride as a point of pride. Including the occasional appearance of an extra passenger, somewhere over the ocean. To Fly. To Serve.
Shona Owen was born on a British Airways flight in 1991. 18 years later we flew her to Australia as birthday present. She is one of three babies born on British Airways flights in the last 20 years.
John Lewis campaign in 2010s— ‘She’s Always A Woman’
'Never knowingly undersold—on quality, price and sevice
Our lifelong commitment to you’
John Lewis Christmas campaign in 2010s