The ad, under the “To Fly. To Serve” strapline, will debut on Facebook at 11 am on Thursday (9 February) and then Google+ shortly afterwards. It will make its television appearance on Coronation Street in the evening.
The 60 second ad, called “The Race”, takes a light-hearted look at the build up to the London 2012 Olympic and Paralympics Games through the eyes of a little girl. Her British bag is racing against luggage from other nations to make it to the arrival halls first.
The campaign features BA staff and the press ads amplify the theme with messages such as the fact that cabin crew will serve three Olympic size swimming pools with tea this year.
One press ad will simply feature a gold medal with the “To Fly. To Serve” emblem and the end line “2012. We’re Ready”.
BA will be supporting the ad with outdoor, press and online activity, including a “Making of” video.
BA is the official airline partner of the 2012 Olympics and launched the “To Fly. To Serve” strategy last September with the ad debuting on Facebook. The campaign has been created by BBH.
The airline has just promoted Abigail Comber to head of global marketing.