BA launches new Wimbledon campaign

22nd Jun 2006

British Airways launched a new online campaign which offers American travelers and spectators of Britain’s most famous tennis tournament insights on proper Wimbledon etiquette. Whether spectators watch it on the ‘telly,’ attend the tournament in person, or get information from, Wimbledon visitors will learn that it is customary to snack on strawberries and cream rather than chili dogs. The campaign also educates visitors that #1 foam fingers and air horns, while popular at American sporting events, are ‘just not done’ at Wimbledon.

The campaign offers visitors ‘inside information’ on a quintessentially British sporting experience, in line with the airline’s popular ‘Brit-Speak’ campaign, which translates British-English words and phrases for an American audience.

A newly redesigned landing page lets visitors experience British Airways’s in-depth knowledge of London, and gain extensive information on the city, culture, fares and the tennis event. In addition to viewing and sending all of the etiquette episodes, visitors will be able to enter to win a trip to London, including two tickets to the Wimbledon Finals. The page contains a booking engine, the British Airways Insider’s Guide to London, and the famous ‘Brit-Speak’ dictionary that lets users find the definition to their favorite British expressions.

“Wimbledon is a brilliant British tradition, and we are proud to be The Official Airline of Wimbledon,” said Amy O’Kane, Vice President, Marketing Communications, British Airways North America. “Every year, we bring millions of travelers to London. We know the city—from the nuances of the language to the best ‘local’ activities to proper Wimbledon etiquette. With this fun campaign which highlights Wimbledon etiquette, we offer customers a bit of entertainment while reinforcing British Airways’s expertise of all things British.”

The campaign will run through July 10th and be located on sports and news sites such as Yahoo! News, and CBS Sportsline.


“British Airways understands the importance of delivering great viral experiences to their customers,” said Tom Ajello, Vice President, Creative Director, “This campaign gives us the opportunity to capture the unique British sporting culture in a creative and playful way while demonstrating that British Airways knows London better than anyone.”


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