British Airways Launches New Advertising Campaign

British Airways has launched its biggest brand advertising campaign for a decade to coincide with a five-year investment programme.

The campaign, on TV, in newspapers and online, showcases the airline’s heritage and highlights its key characteristics.

 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 British Airways customers benefiting from new aircraft, new World Traveller and World Traveller Plus cabins, a revamped First class, improvements at Gatwick and better lounges around the airline’s network.

Funds will also be allocated to improved catering and new technologies to make the travel experience more comfortable and convenient for customers on the ground and in the air.

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, and 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, British Airways’ managing director, brands and customer experience, added, “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’re 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.” Mr. van der Post said.

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