The “Hooray for BA holidays” campaign promotes a 20-day seat sale offering package holidays, long haul flights and premium holidays to 80 destinations from Thursday (15 July) to 31 March 2011.
It features images of traditional holiday items such as lilos, flip flops and snorkels.
The airline has been tarnished by the fall out from a series of strikes by cabin crew over employment terms and conditions earlier this year.
British Airways brand proposition and insight manager, Abigail Comber, says: “We understand the excitement and anticipation of holidays and this campaign captures the mood. We want our customers to understand that British Airways is part of the experience and not just about getting there.”
The campaign launches across outdoor advertising sites in Heathrow and Gatwick airports from Wednesday (14 July).
In May, the airline posted a record £531m loss for last year, as it was impacted by striking cabin crew, fuel costs and the recession. Revenue in the period fell £1bn to £7.9bn.