BA rolls out online and print campaign across Asia

The Asian deployment will be managed by BBH Singapore.

The campaign, which was launched in September in the UK and US, is centered around the historic motto on BA’s coat of arms, was created by BBH London. The TVC, which was part of the UK and US campaigns, will not be aired in Asia. 

“The motto is on crew uniforms and has real meaning and resonance for today. It encapsulates our expertise for flying and our commitment to customer service. It describes our purpose,” said Keith Williams, British Airways’ chief executive.

The Asian deployment will have three main themes: sleep, service and the airline’s global network - it will use the same copy as the UK and US campaigns. 

Paul Rogers, British Airways’ marketing manager for the Middle East and Asia- Pacific, said, “We are focusing on brand and service elements that are especially important to our long-haul travelers. It’s important for them to be well-rested and to receive an understated British style of service that understands and anticipates their needs.”

Print ad 'Service'

Besides brand advertising, the airline plans to spend over US$8 billion on enhancing customer experience over the next five years. The investment includes new aircraft, revamped first class and improved lounges.  The airline is also working to deliver improvements to its website and apps, as well as revamped menus and wine-lists.