What makes you an Original?
I’m sure we’ve all done it: looked around the plane and wondered why everyone is travelling to the same destination as me??Demand for travel has been increasing throughout 2022 and people are back in the skies – going to the places that have been on their wish list for the last two years, reuniting with friends and family and getting business moving again. But here’s the thing. ?While we might all be going to the same destination, each and every journey is an original one. We’re all travelling for our own unique purposes.
As a nation, Britain is well known for its original and inventive spirit.?We’ve had so many firsts coming out of these small isles it’s clear we really punch above our weight when it comes to original thinking and creativity.??With some of the challenges we have been facing and continue to face, there has never been a time when that sense of originality has felt more important.
British Airways has long been known for its pioneering spirit and providing an experience full of British originality.?From unique British service to the design of our cabin interiors and the wonderful mix of great British partners we work with; that sense of British originality sets us apart.
Over the weekend, we launched our new brand positioning – British Airways.?A British Original.?
It is a celebration of our customers, our people and our nation that has helped to make British Airways what it is today.?A British Original.
It explores the individual and original reasons people travel, whether to reconnect with loved ones, take some time out or to immerse themselves in a different culture.
The campaign is centred around the common question travellers are frequently asked when they land in a new destination: ‘What is the purpose of your visit?’ but instead of ticking the standard boxes of ‘business’ or ‘leisure’, viewers will see more meaningful and relatable answers for travel, reflecting each and every one of us. Sometimes funny, sometimes moving, but always celebrating originality in all its incredibly personal guises.
British Airways has always recognised each of its customers as individuals, and the campaign features some of their unique reasons for travel, with each media site featuring its own original message.?The messaging is designed to adapt through the campaign depending on its location, the time of day, weather, what’s happening in the news, etc.
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Whenever we run campaigns that feature British Airways’ people in role, they are always the genuine article.?We never use actors and I’m continually impressed by the energy and enthusiasm our fantastic people bring to each shoot as well as their great acting skills.?In our latest campaign, we see our people from across the business doing what they do best; looking after our customers. We’re really excited that our customers are able to see more of some of our people’s unique qualities.
The launch of our new brand positioning is the culmination of the great partnership we have formed with Uncommon and MG OMD since we started working together earlier this year and my thanks to them and the brilliant marketing team at British Airways for creating an exciting new chapter for us.
So the next time you’re asked business or leisure, just remember there is much more to your answer than just a simple tick in the box.?
https://mediacentre.britishairways.com/news/24102022/british-airways-launches-its-new-brand-positioning-a-british-original?preview=MjE2fDg2fDE0MjU0fDE2NjY2MDYyNDA=
Head of Client Services at Positive Adamsky
2 年Dear Hamish McVey Does British Airways have Customer Service as such? My baggage was lost in July - 4 and a half months ago - and British Airways refuses to answer, to give information and pay compensation. I was travelling with my kids who haven't seen their father for a year. British Airways caused us huge losses and inconvenience, ruined the holday. Customer relation should be an important part of the marketing business. But British Airways handles Customer claims in an unfair, dishonest and inorrect way. You simply refuse to answer to your customers. You don't take responsibility for the caused demages and losses. This means that You steal money from your customers. Same on British Airways
VP at Capgemini's strategy, innovation, design & marketing agency
2 年Great to see BA out there and thriving again. Congrats to you and all the teams involved ??????
Creative Writer/Copywriter
2 年British Airways. British Always. ??
Owner and mentor at Lindsay Gregory + People
2 年Well done for choosing the right agencies and going with bold work. Great to see excellent advertising!
Executive Director at Manning Gottlieb OMD
2 年Very happy to see 'A British Original' live and out in the wild, Hamish! Thanks to you and the team for all the trust and collaboration in bringing the campaign to life. An amazing amount of assets and touchpoints - showing just how unique each journey is. Already looking forward to the next chapters in 2023.