British Airways announced today the
launch of its new North American integrated advertising campaign. The
multi-million dollar campaign marks the first leisure-oriented tactical
creative campaign the airline has launched in almost two years. It debuts
today in print, online and on network and cable television. Created by M&C Saatchi in New York, the campaign focuses entirely on
London as a destination, and highlights an authentic London experience
that only a “local” like British Airways can provide.
“What differentiates British Airways is our local expertise, great
airfares and unmatched service,” said Amy O’Kane, Director of Marketing
Services for British Airways. “These ads display all we have to offer
imbued with the genuine Brit wit that is very much a part of our brand
The three television commercials were developed to promote British
Airways’ unbeatable sale prices while using humor to highlight real London
sites and attractions. The campaign line, “Go with those who know”
reinforces that British Airways is the airline that can deliver this
promise of the “real London experience.” The coordinating print and online
advertising deliver a similar message with clever use of well-known iconic
The ads were directed by Sam Cadman who got his start in 1997 when British
TV’s Channel 4 commissioned his series idea, “Trigger Happy TV”; this
popular British hidden camera TV show featured high profile, unsuspecting
Londoners facing unusual pranks. He then went on to direct Nike
commercials for Weiden & Kennedy, as well as many European commercials
“Sam’s comedic style and our actor’s take on a ‘clueless American TV
anchorman’ are perfectly suited to these brilliant commercials from M&C
Saatchi,” noted O’Kane.
The media buy includes time on the season finale of The Amazing Race and
the premier of Survivor as well as CBS, ABC, USA, VH1 and Bravo’s Queer
Eye for the Straight Guy. Print publications include USA Today, New York
Times, Boston Globe, Washington Post, while online sites showcasing
creative units include Yahoo! NYTimes.com, Boston.com and more.
British Airways is one of the world’s largest international passenger
airlines with a fleet of 373 aircraft carrying more than 40 million
passengers a year to some 216 destinations (including 22 in North America)
in 94 countries.
The airline has long been regarded as an industry leader, which takes
great pride in delivering the highest levels of innovative customer
service. It has invested almost a billion dollars in new products, which
have redefined travel for the 21st century. These include a new Club
World, featuring the first fully flat bed for business travelers and World
Traveller Plus, a new class of travel for longhaul economy travelers
offering a dedicated cabin with wider seats and greater legroom.