BA to unveil new ad during England match

British Airways launches the latest activity in its ‘To Fly. To Serve’ campaign during England’s World Cup qualifier football match tonight (6 September).


A television ad will be unveiled in an ad break during the England versus Moldova match on ITV. As with previous recent TV activity, there is a preview available of the ad on BA’s official Facebook site and you can find it here.

The airline will also run the ad in overseas markets such as the USA and India, the first time it has carried out any TV activity in these markets for seven years.

The TV ad follows a customer journey designed to highlight “the care and thought” that goes into a BA trip, focusing on minute details and then broadening out to the aircraft. The end frame shows the BA logo being stitched into fabric with the voiceover saying :”To Fly. To Serve. Today. Tomorrow”.

The activity also takes in TV, cinema, press, digital, outdoor, media and social media and was created by Bartle Bogle Hegarty. The press and outdoor activity showcases innovative ways in which BA helps its customers, such as it mobile boarding pass.

BA is currently reviewing its advertising and direct marketing agency requirements and earlier this year appointed Carat to handle media planning and buying.

Earlier this week BA was criticised for poor customer service by one of its fliers in a sponsored Tweet. The initiative garnered a great deal of media coverage and the airline contacted the customer directly.

BA launched its To Fly. To Serve marketing strategy in September 2011 and the activity is credited with helping turn around brand perceptions of the airline. It was a sponsor of Team GB at the 2012 Olympic and Paralympic Games and devised the “Home Advantage” campaign to leverage its investment.

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