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By Ishbel Macleod, PR and social media consultant

February 9, 2012 | 2 min read

British Airways is promoting its sponsorship of the Olympic Games in the next in its series of ‘To Fly. To Serve’ ads, which has launched on Facebook and Google+ before it will be aired on TV this evening during Coronation Street.

The ad, created by BBH London, is called ‘The Race’ and is voiced by veteran sports presenter Jim Rosenthal.

It shows the race of a little girl’s suitcase against luggage from other nations, all trying to make it to the arrivals hall first.

Abigail Comber, British Airways’ head of brands and marketing, said: “This campaign builds on our ‘To Fly. To Serve.’ promise. We have an amazing team at British Airways who work to deliver hundreds of flights a day, all over the world.

“Each team from check-in, baggage handling and ‘dispatch’, through catering and on to the flight and cabin crew effectively hands the baton on and it’s that team spirit combined with the sheer scale of the British Airways operation that we wanted to convey.”

Outdoor, print and online ads will also form part of the campaign, with the Olympic-fact based print executions launching tomorrow across a range of national and online media.

One of the print ads advises the reader that in 2012 British Airways cabin crew will serve three Olympic size swimming pools worth of tea, a second tells how British Airways engineers will fit enough cable on board to lap an Olympic track 80 times in 2012, while a third tells readers that British Airways in 2012 will welcome on board enough customers to fill 400 London Olympic Stadiums.

British Airways London 2012 Olympics

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Bartle Bogle Hegarty is a Global advertising agency. Founded in 1982 by British ad men John Bartle, Nigel Bogle, and John Hegarty, BBH has offices in London, New...

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