BA champions cabin crew in new film

British Airways is focusing on a cabin crew member in its latest film for the airline’s To Fly. To Serve marketing campaign.

The campaign comes at the same time as BA is trialling a “Golden Ticket” crew recognition scheme. This allows fliers happy with service to commend individual cabin crew members by handing them a golden ticket.

The new film, which airs on You Tube today (May 23) features long haul cabin service director Mark Andrew. He is also a professional orchestra conductor and the film highlights how he uses similar skills in both roles.

Abigail Comber, British Airways head of marketing says: “The British Airways brand promise ‘To Fly. To Serve’ is best brought to life through our people. This is one of a series of films which shows the individual talents of British Airways colleagues, reflecting the high service standards customers can expect when they fly with our airline.”

The last film in the BA series featured Claire Bunton, a British Airways 747 captain and kite surfing champion and the video has received more than 147,000 views online.

The airline settled a dispute with cabin crew union Unite last year.

BA was shortlisted for Brand of the Year in the Marketing Week Engage Awards 2012.

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