The campaign takes in television, outdoor and digital and has the banner “Smile. The UK’s number one domestic airline is flying again.”
Simon Lilley, director of marketing, says: “We wanted to find a way of showing that we were flying again and to show we could put a smile back on the face of British passengers.”
The campaign was devised by Souk and media is being handled by Starcom Mediavest Group.
British Airways continued to face negative coverage over the weekend in regard to prioritising returning stranded passengers. On Friday, the airline posted an address by chief executive Willie Walsh on Youtube and Ba.com to communicate with passengers.
TUI Travel and financial companies have also taken out reassurance messages in the national press.