BA Brand Campaign Backs £5bn Investment

BA Brand Campaign Backs £5bn Investment

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.

Click to add a comment

Leave a Reply

Your email address will not be published. Required fields are marked *


NEIL STEEDMAN has been a trade journalist, copywriter, editor and proofreader for 50 years, and News & Features Editor for ‘Irish Travel Trade News’ for the past 40 years.

More in News

Job Opportunities

Cassidy Travel to Appoint Business Development Manager

Neil SteedmanMarch 22, 2018
Royal Caribbean International’s Mariner of the Seas

Royal Caribbean International New Global Island Collection

Michael FloodMarch 22, 2018
Air France Hop!

Air France Extends Cork-Paris CDG Service to Year-Round Service

Neil SteedmanMarch 22, 2018
Irish Ferries Drayton Manor Theme Park

Irish Ferries Unveils Drayton Manor Theme Park Package

Neil SteedmanMarch 22, 2018
View of Trinidad, Cuba, taken from a Bell Tower

Lainey’s Adventures: Touring Trinidad in Cuba

Neil SteedmanMarch 22, 2018
Clubs to Hire

Clubs to Hire Founder Warns Popular Golf Destinations of Over-Pricing

Neil SteedmanMarch 22, 2018
Gibraltar Skywalk Opening

‘Luke Skywalker’ Opens Skywalk in Gibraltar

Neil SteedmanMarch 22, 2018
B737 Max 8

Air Canada Switches to Premium Economy on B737 MAX 8

Michael FloodMarch 20, 2018
Commission for Aviation Regulation

CAR Publishes Advice to Department on Package Travel Directive

Neil SteedmanMarch 20, 2018

Copyright © 2016 Belgrave Group Limited, C4 Nutgrove Office Park, Nutgrove Avenue, Rathfarnham, Dublin 14, Ireland