British Airways recently launched a new advertising campaign that has garnered attention within the industry. The bold advertisements have appeared throughout the UK, showcasing a unique approach that breaks industry conventions. The campaign features outdoor billboards that do not include a slogan, website, or call to action, and the airline’s name is barely visible. The focus of the campaign is to capture the wonder on customers’ faces when they look out of an aircraft window onto the world from 35,000 feet, showcasing passengers’ emotions instead of the typical serene air-to-air blue sky photography commonly seen in airline commercials. The ‘Windows’ campaign consists of 11 images, featuring British Airways staff and relying on the airline’s established brand recognition.
The campaign was developed in collaboration with Uncommon Creative Studio, known for their quirky campaigns. Nils Leonard, Uncommon co-founder, compared the strategy to the publishing sector, suggesting that truly iconic brands can say less in their advertising. The campaign aims to highlight the wonder experienced by passengers when looking out of an aircraft window, showcasing a different perspective on air travel. This innovative approach has sparked discussion within the industry, with some praising the creativity of the campaign.
The promotion comes at a crucial time for British Airways, as the airline is investing £7 billion ($8.9 billion) over the next two years to overhaul its operations and enhance the passenger experience. This investment follows allegations of underinvestment and outsourcing, which have negatively impacted the UK flag carrier. The ‘Windows’ campaign is part of the airline’s efforts to rebuild its damaged brand positioning and connect with customers on a deeper level. The campaign aims to create a unique and emotional connection with passengers, showcasing the wonder of air travel.
Media buying agency MG OMD collaborated with British Airways to secure 500 advertising locations across the United Kingdom for the campaign. In addition to traditional billboards, digital versions of the advertisements were displayed in major cities such as Edinburgh, Manchester, and London’s Piccadilly Circus. The outdoor billboards are part of a larger publicity push for the airline, which also includes a television commercial directed by Emmy award winner Miles Jay. The overall campaign, titled ‘A British Original,’ aims to position British Airways as a unique and iconic brand within the industry, highlighting its heritage and commitment to excellence.
Overall, the new advertising campaign from British Airways has raised questions within the industry about its effectiveness and creativity. The unconventional approach of showcasing passengers’ emotions instead of traditional air-to-air photography has garnered both praise and criticism. The campaign’s focus on reestablishing the airline’s premium brand positioning and connecting with customers on a deeper level is in line with its overall efforts to enhance the passenger experience. As British Airways continues to invest in its operations and branding, the success of this campaign will be key in shaping the airline’s future and rebuilding its damaged reputation within the industry.
