British Airways is launching a new brand positioning campaign called ‘A British Original’ which celebrates the carrier’s team members, customers and the UK. The multi-channel advertising campaign is the company’s first with Uncommon Creative Studio and MG OMD.
On Monday (October 24, 2022), British Airways announced the launch of a new brand positioning campaign titled ‘A British Original.’ The multi-channel advertising campaign celebrates the airline’s team members, customers and the UK, and is the company’s first collaboration with Uncommon Creative Studios and MG OMD. Centering on the common question when landing in a new destination, ‘What is the purpose of your visit?’, but rather than ticking the standard ‘business’ or ‘leisure’ boxes, viewers will see more relatable answers, which are sometimes funny or moving, but always original. The campaign encompasses over 500 unique print, digital and outdoor executions, as well as 32 different short films which will run over the course of a month.
In Monday’s announcement, British Airways’ Head of Brands and Marketing, Hamish McVey, said,
“We really wanted this campaign to celebrate the originality of our customers and our people. Every time a customer boards a plane, they are doing so for a unique reason, and we know that those journeys are so important. We are working hard on making positive changes across our airline and this brand campaign allows us to showcase our motivation, which is our customers and our people.”
Also commenting on the brand collaboration, Uncommon Creative Studio’s Co-Founder, Lucy Jameson, said,
“Both Britain as a nation and British Airways as a brand have a deep history of originality. From scheduling the first commercial service to Little Simz; originality drives us forward. It’s at the core of our pioneering spirit.
“We wanted to celebrate British originality at a time when we’ve never needed to rediscover it more. ‘A British Original’ champions people, not planes. We’ve started by shining a light on all the original reasons we fly - both for customers and British Airways’ people - but this is just the beginning. We hope that, going forward, each and every interaction with the brand feels as original as each and every one of the hundreds of original executions we’ve produced for the launch.”
Example of 'A British Original' Advertising Short, 'For Her' - Courtesy British Airways
The advertising campaign will appear across TV, video on demand, cinema, radio, print display and social media, including iconic venues such as Piccadilly Lights and London Heathrow. Television spots will launch in peak programming across ITV, Channel 4 and Sky, and during key primetime shows including “The Return of Friday Night Live”, “Gogglebox” and “Rob and Romesh vs”. The last British Airways TV advert ‘You make us fly’ aired in May 2021.
Source: British Airways