September 20, 2013
To celebrate the launch of British Airways’ new brand campaign and the arrival of the new Dreamliner 787, BBH London is helping the brand to stage a world first. On Thursday 19 September, British Airways will launch the world’s first online race between a virtual plane and the real British Airways 13:15pm flight from London Heathrow to Toronto.
Users will be invited to mention #racetheplane @British_Airways on Twitter, with every tweet fuelling the “Tweetliner” - a virtual version of the aircraft racing against the actual flight. People will be able to visit www.ba.com/racetheplane to follow the race action in real time and see the amount of miles travelled and still to go, and all those who tweet using the hashtag #racetheplane will be in with the chance of winning one of five pairs of British Airways flights to Toronto.
The campaign is being supported by YouTube pre-rolls, and social outreach and British Airways’ social media channels. A second race will take place on Tuesday 24 September to coincide with the launch of the A380 superjumbo and it’s inaugural flight from London Heathrow to Los Angeles.
Earlier this month BBH London launched British Airways’ latest ‘To Fly. To Serve’ advertising campaign. The next chapter in the ‘To Fly. To Serve.’ journey demonstrates the ways in which the airline has delivered on its promise, including new aircraft, world-class terminals, upgraded menus and new innovations to help British Airways’