British Airways back on TV

British Airways is launching a television campaign focusing on “opportunities” next Monday (7 September) to drive excitement about air travel.

BA advert

The 30 second ads, targeting both business and leisure travellers, highlight forthcoming exciting and exotic events across the globe and urge people to seize opportunities that are available right now.

The ads focus, for example, on Mumbai Fashion Week Mazda City in Abu Dhabi, the Mexican Day of the Dead and the migration of the wildebeest across the Serengeti. They carry the strapline and retain BA’s signature music, Lakme.

The ads’ have the voiceover “Right now somewhere in the world is an opportunity to experience something remarkable.”

The TV campaign, created by Bartle Bogle Hegarty, is designed to drive people to a section on BA’s website which is full of content and advice about such opportunities together with the best flight deals. The site includes long form video interviews and footage.

There will also be tactical activity across print, outdoor, radio and online that will also carry a price message.

The campaign marks BA’s return to television after a two year absence. The airline, like many others, is struggling in the economic downturn as companies cut their business travel budgets.

However, BA’s manager for brand, proposition and insight, Abi Comber, says the airline has the responsibility to act like a market leader and adds: “This is not a typical brand ad. We need people to be inspired and go on the website. It’s a call to arms and people need to know there are opportunitie out there that they are missing.”

She says that the airline wanted to focus on the emotional relationship that people have with getting on a plane.

OgilvyOne and also worked on the campaign and media planning and buying is being handled by ZenithOptimedia.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here