BA tells nation 'Don't Fly' in support of Olympics
British Airways, a tier-one Olympic sponsor, is showing its commitment to Team GB in a fresh Olympics push that urges people to stay at home for the Games.
British Airways: airliner taxis through London in latest Olympics ad campaign
The campaign broke this morning (19 June) on BA's Facebook and YouTube pages, and a TV ad will air tonight during the England vs Ukraine game at 7.35pm.
The ad shows a BA plane taxiing by road through London, collecting crowds of Olympic supporters as it moves through the city, before arriving at the Olympic Park in East London. The ad uses The Clash's iconic track ‘London Calling’.
The campaign uses the strapline, 'Don’t Fly. Support Team GB and Paralympics GB'.
BBH’s creative directors Justin Moore and Hamish Pinnell worked on the ad with producer Natalie Parish.
ZenithOptimedia handled the media planning and buying, while OgilvyOne and 12th Floor handled digital activity.
The digital arm of the campaign pushes BA's 'Home Advantage' messaging, which highlights the airline's research into the benefits for athletes performing in their own country, extended through Twitter with the tag #HomeAdvantage.
In addition, BA's Facebook page enables consumers to enter their postcode to see the plane taxi down their street.
Last week, the airline painted a huge image of Jessica Ennis under the Heathrow flight path to remind overseas athletes of Team GB’s home advantage.
Frank van der Post, managing director, brands and customer experience, British Airways, said: "We’re rallying the country to get behind Team GB and ParalympicsGB to capitalise on home advantage.
"Whether it means delaying your summer holiday, finding where to get behind the country with our 'best sports bars abroad' guide, or cheering them on at Park Live at the Olympic Park – we are encouraging every extra clap and cheer we can get."
BA estimates it will be providing hundreds of flights to bring home ex-pat Brits for the Games, while it will broadcast live Games action at Terminal 5, and outbound passengers will be offered booklets with details on athletes and a guide to the best sporting bars abroad.
The airline will play host to Park Live during the Games, a giant screen that will broadcast the Games to 10,000 viewers in the Olympic Park, for event ticket and day pass holders to access.
Follow Loulla-Mae Eleftheriou-Smith on Twitter @loullamae_es
This article was first published on campaignlive.co.uk
Latest jobs Jobs web feed
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- Category Manager Pearson Competitive salary & performance related bonus & benefits, Central London
- Global Product Manager Evans Taylor c£50k - c£60k p.a. plus car, bonus and benefits, North East of England or Central London
- Retail Marketing Manager - Maternity Cover Tottenham Hotspur Football Club Up to £35,000 pro-rata, Tottenham and Enfield
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...