“There’s a lot of pent up demand, we know that from what we’ve been seeing and hearing… We want to make a really confident statement about British Airways, about our brand," he said. Indeed all crew in the ad are seen wearing face masks and all aircraft are doused in anti-bacterial sprays after each journey, but even persuading people to fly again sounds like a tall order when you consider the UK government has been doing everything it can to get them to stay put.īut McVey insisted the appetite to travel is still there. "The other thing that has obviously changed is the need for us to reassure customers around flying safely during Covid, so we’ve created a lot of content around the customer experience when they come flying with us. There’s been a lot of change that’s gone on in terms of where people are flying to and the regulations for flying so we’ve had to make sure our marketing has adapted to those changing conditions. Head of brand and marketing Hamish McVey told Campaign: “One of the main things we’ve had to do over the last 12 months during the pandemic is be incredibly flexible and agile. The aviation industry was pummelled by the impact of the coronavirus pandemic on travel, with BA’s passenger numbers down by 85% between July and September, compared with the same period in 2019.Īs a consequence, the airline has had to box clever with how it markets itself as the country and world tentatively reopen. The media is handled by Wavemaker, while Hogarth also contributed to the campaign. The campaign was created by Tom Elliott-Mell and Jack Patrick, and directed by Andy McLeod through Rattling Stick. Parent company IAG, meanwhile, is in the process of reviewing all its agency relationships, including the media and creative for BA, which is currently held by WPP though bespoke set-up Team Horizon.Ĭreated by Ogilvy as part of Team Horizon, the ad features crew members from Captain Helen Wetton to ground operations lead Chelsea Rawlings, who – in a behind the scenes outtake – expresses his preference to be known as “the baton guy”, who brings on the aircraft with “a bit of dancing, a bit of criss-crossing and star jumps”. The airline last month promoted Tom Stevens to director of brand and customer experience, its top marketing role. The campaign comes at a time of change for BA.
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