British Airways has launched its biggest brand advertising campaign for a decade. The new initiative backs BA’s plan to spend more than £5 billion on customer products and services over the next five years.

Published: 22 Sep 2011

British Airways has launched its biggest brand advertising campaign for a decade. The new initiative backs BA’s plan to spend more than £5 billion on customer products and services over the next five years.

The campaign, according to the airline, showcases its heritage and “highlights the characteristics that make British Airways special: decades of flying know-how, thoughtful service and British style”.

BA shared that by placing new emphasis on its historic motto, To Fly. To Serve., the airline is restating its resolve to put the customer at the heart of everything it does.

Keith Williams, British Airways’ chief executive, said: “The motto To Fly. To Serve. is part of the DNA of British Airways. It is on our coat of arms, and it is worn in crew uniforms. And it has real meaning and resonance for today. It encapsulates our expertise for flying and our commitment to customer service. It describes our purpose.”

The 90-second advert was first unveiled on the airline’s Facebook page: www.facebook.com/britishairways, following an online ‘teaser’ campaign over the last few weeks.

This is the first time the airline has used social media to premiere an advert.

The TV ad will run alongside a print campaign, highlighting the experience, expertise and care for customers shown by teams across the airline every day.

Investment

The investment will see customers benefiting from new aircraft, new World Traveller and World Traveller Plus cabins, a revamped First class, significant improvements at Gatwick and better lounges around the airline’s network. Funds will also be allocated to improved catering and new technologies to make the travel experience more comfortable and convenient for customers on the ground and in the air.

Frank van der Post, British Airways’ managing director, brands and customer experience, said: “This campaign has real substance. Not only are we investing in tangible improvements to the customer experience, earlier this year we launched an internal programme to engage with our staff. We’re working with our cabin crew, listening to their views and giving them tools, such as iPads, to enable them to deliver even better service.”

“The technology teams are working to deliver more customer-friendly improvements to our website and apps. The airport team is developing more services for premium customers. The catering team is revamping the menus and the wines. All these changes are being delivered now and we have even more plans for the future. The whole airline is delivering on our promise, To Fly. To Serve.”