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British Airways launches Shorthaul Campaign

October 23, 2012

British Airways is launching a new ad campaign to promote the airline’s shorthaul network by emphasizing the excellent value of its all-inclusive fares compared with the multiple add-ons of no-frills carriers.

The adverts use humour to demonstrate various elements of the flying experience with British Airways. The first focuses on the friendly lemon that a customer receives in their free gin and tonic; and the second on a happy jumper, which is delighted to be taken on holiday thanks to British Airways’ generous baggage allowance. The third is a trainer, which has had a relaxing stroll through the airport and is now kicked off under the seat in front and the fourth focuses on a buttery croissant, which is part of the airline’s new breakfast offering for hungry travellers.

The ads will run across outdoor, TV, radio and online. The TV ads focus on the lemon, jumper and trainer executions. There are four primary print executions of the adverts, the content of which will vary slightly depending on the ‘dwell time’ of the sites they are on.

Abigail Comber, British Airways’ head of brands and marketing, said: “We wanted to keep the tone light and engaging, as we have with other recent campaigns, to get across the benefits to travellers of flying shorthaul with British Airways. That includes elements like free food and drink and a generous baggage allowance. Customers can relax knowing that the fare they have paid covers everything. We won’t charge them more if they want to pay by debit card, forget to bring their boarding pass to the airport, want to check a bag in or fancy a G&T on board. And that’s all for prices starting from £45 one-way to many of our shorthaul destinations.

“To Fly. To Serve. is about the entire British Airways experience. So far we’ve focused on our heritage, the fun side of preparing for the London 2012 Olympic and Paralympic Games and the Games themselves with our ‘Don’t Fly’ campaign.

“Those ads have reminded a lot of people of what British Airways stands for. Now we want them to take another look at our shorthaul network with all the service they’d expect, at prices they may not.”

Radio stations featuring the adverts include the Capital Network, Smooth FM and XFM. Online sites include MSN, Yahoo and the Telegraph online.

The campaign is also being supported with digital activity and through the airline’s social media channels, including facebook, twitter and Google+.

The advertising has been created by British Airways’ retained agency, BBH. The digital strategy and delivery has been coordinated by 12th Floor and Zenith Optimedia has conducted the media buying.