British Airways’ biggest brand advertising campaign for a decade coincides with a five-year programme of investment. The campaign, on TV, in newspapers and online, showcases the airline’s heritage and highlights the characteristics that make British Airways special: decades of flying know-how, thoughtful service and British style.
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. Beyond the brand advertising, the airline has committed to spend more than £5 billion on customer products and services over the next five years. The investment will see BA customers benefiting from new aircraft, new World Traveller and World Traveller Plus cabins, a revamped First class, significant improvements at London Gatwick and better lounges around the airline’s network. Funds will also be allocated to improved catering and new technologies.
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, 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.”
Frank van der Post, BA’s 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 are 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.”
The 90-second advert was launched on the airline’s Facebook page following an online ‘teaser’ campaign over the previous few weeks. This is the first time the airline has used social media to premiere an advert.