The 30 second ads, targeting both business and leisure travellers, highlight forthcoming exciting and exotic events across the globe and urge people to seize opportunities that are available right now.
The ads focus, for example, on Mumbai Fashion Week Mazda City in Abu Dhabi, the Mexican Day of the Dead and the migration of the wildebeest across the Serengeti. They carry the strapline and retain BA’s signature music, Lakme.
The ads’ have the voiceover “Right now somewhere in the world is an opportunity to experience something remarkable.”
The TV campaign, created by Bartle Bogle Hegarty, is designed to drive people to a section on BA’s website which is full of content and advice about such opportunities together with the best flight deals. The site includes long form video interviews and footage.
There will also be tactical activity across print, outdoor, radio and online that will also carry a price message.
The campaign marks BA’s return to television after a two year absence. The airline, like many others, is struggling in the economic downturn as companies cut their business travel budgets.
However, BA’s manager for brand, proposition and insight, Abi Comber, says the airline has the responsibility to act like a market leader and adds: “This is not a typical brand ad. We need people to be inspired and go on the website. It’s a call to arms and people need to know there are opportunitie out there that they are missing.”
She says that the airline wanted to focus on the emotional relationship that people have with getting on a plane.
OgilvyOne and Agency.com also worked on the campaign and media planning and buying is being handled by ZenithOptimedia.