This is very much a love letter to Britain and the ad is all about how it’s the people, ideas and values of Britain that make us who we are.
Hamish McVey, British Airways
“We are proud to represent everything that is great about Britain,” he says. “It is important for us to stand for something. This is very much a love letter to Britain and the ad is all about how it’s the people, ideas and values of Britain that make us who we are.”

“The main objective is to ignite that emotional link between BA and the flying pubic. It’s a long time since we did anything big like this and now is the right to do that because it’s our centenary year and we want to celebrate in a way that really celebrates our heritage but also looks forward to the future.”

The campaign will initially run for six weeks across TV, broadcaster video-on-demand and on YouTube, Instagram, Twitter and Facebook, as well as BA’s own properties. BA won’t be drawn on the budget, although McVey calls it a “significant investment” for the company. And while it is very much targeted at a UK audience, British Airways is testing the concept for other markets, including the US where it “researched very well”.

Sourced through Scoop.it from: www.marketingweek.com