British Airways’ advertising campaign celebrates London 2012 sponsorship

19th Feb 2012
British Airways’ advertising campaign celebrates London 2012 sponsorship

British Airways is using its new Google+ site as part of its media portfolio which has launched the airline’s next ‘To Fly. To Serve.’ television ad.

The advert, known as ‘The Race’ was first launched on Facebook followed by Google+ before making its TV debut during Coronation Street on the evening of February 9th. It was accompanied online with a ‘making of’ video known as ‘The team behind the ad’.

Outdoor, print and online adverts also formed part of the campaign. The print executions were launched on Friday, February 10th across a range of national and online media. Taking a London 2012 theme, the fact-based adverts give a sense of scale of the British Airways operation.

The 60-second TV ad takes a light-hearted look at the build-up to the London 2012 Olympic and Paralympic Games through the eyes of a little girl whose British bag is racing against luggage from other nations to make it to the arrivals hall first. British Airways is the official airline partner of the London 2012 Olympic Games and Paralympic Games and will transport many people to their London holidays for the Games. The ad tagline is ‘2012. We’re ready. To Fly. To Serve.’

The little girl is played by four year-old Magdalene Mountford and the voiceover is by veteran sports presenter Jim Rosenthal.


The TV advert features British Airways staff including baggage handlers, customer service agents and cabin crew.

One of the print ads advises the reader that in 2012 British Airways cabin crew will serve three Olympic size swimming pools worth of tea. Another describes how British Airways engineers will fit enough cable on board during 2012 to lap an Olympic track 80 times. A third tells readers that British Airways will welcome on board enough customers to fill 400 London Olympic Stadiums during the year.

There is also one execution that echoes the TV ad simply featuring a gold medal emblazoned with the airline’s ‘To Fly. To Serve.’ Coat of Arms and the tagline ‘2012. We’re ready’.

Abigail Comber, British Airways’ head of brands and marketing, said: “This campaign builds on our ‘To Fly. To Serve.’ promise. We have an amazing team at British Airways who work to deliver hundreds of flights a day, all over the world.

“Each team from check-in, baggage handling and ‘dispatch’, through catering and on to the flight and cabin crew effectively hands the baton on and it’s that team spirit combined with the sheer scale of the British Airways operation that we wanted to convey.”


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