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British Airways tells Londoners to take a break from the city in new BJL campaign

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By The Drum Team, Editorial

February 23, 2012 | 1 min read

BJL has created a new campaign for British Airways encouraging Londoners to take a break from the hustle and bustle of the city.

The ads for BA's CityFlyer service announce the launch of three new routes - Angers and Quimper in France and Menorca - and promote other popular summer destinations including Malaga, Mallorca and Faro.

Pete Bastiman, co-creative director at Manchester-based BJL, said: "The work we have produced offers a humorous way to engage and encourage our target audience to consider London City Airport and its variety of destinations.”

Gary Fozzard, commercial and marketing coordinator at British Airways CityFlyer, added: "Making a noise in the cluttered London environment is paramount, and we feel confident that thisa no nonsense campaign which features clear, stand-out messaging with a touch of wit will help support our sales effort."

Media will run across London press, London Underground, e-screens at Canary Wharf and online, and was planned by ZenithOptimedia.

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