British Airways on air after two year absence
10 September 2009
British Airways launched its first new TV commercial for two years this month. The new campaign's concept 'Opportunity doesn't always live on your doorstep' seeks to encourage people to get out into the world and seize every opportunity, for business or pleasure.
Each of the nine, 30-second adverts created by BA's retained advertising agency, BBH, and shot in a documentary style, will feature a different event from around the world that is due to take place in the weeks following the launch of the campaign. These include the first ad featuring Mumbai Fashion Week (taking place from September 18-22) and the second, which covers the migration of the wildebeest in the Serengeti (October-November 2009)
The campaign will also feature a tactical element that will appear in print, online, on outdoor sites and radio and through 10-second cinema and television spots.
The concept of 'opportunities' is supported by independent research carried out by the Harvard Business Review on behalf of BA into the importance of doing business in person. It found that 95 per cent of respondents believe face-to-face meetings are key to success in building long-term relationships and that 87 per cent agree they're are essential for 'sealing the deal'.
Abigail Comber, British Airways' manager for brand, proposition and insight, said: "After the economic difficulties of the last couple of years, we want to encourage people to remember there's a big world out there that could bring amazing opportunities for both business and pleasure.
"This campaign is also a demonstration of our confidence in the future - we're here for the long haul and we're using our money wisely by capitalising on the current low cost of TV advertising to put our brand in the spotlight."
Mick Mahoney, creative director at BBH, BA's retained advertising agency, said: "We are making nine TV commercials in 11 weeks that are designed to show the many opportunities happening around the world right now. This is a fast paced production process, liberated from the usual TV production shooting props and demanding quick thinking on the ground to deliver some remarkable and breathtaking footage."
The campaign will be supported by a dedicated page on BA's website, ba.com/opportunities. It will allow customers to find the best deals, as well as input activities and countries they're interested in plus available travel dates, before producing a list of events that may suit the traveller.
The site will also feature details of the airline's £15 million ticket giveaway via UK Trade and Investment for small and medium enterprise businesses, and an option to contact the airline's dedicated new business team to see how BA can help companies to travel.