British Airways has teamed up with Disney UK to promote the launch of new animated film Planes, which is set to launch on 16 August.
A campaign for the film is set to begin on 14 July, including BA sponsoring special screenings in London, Manchester, Leeds, Belfast and Edinburgh; outdoor advertising across London Heathrow and Gatwick airports; and activity on ba.com.
Abigail Comber, British Airways head of marketing, said: “We are delighted to be working with Disney UK as the official airline partner for Planes in the UK. There’s a natural fit, not just because we’re an airline, but also because we both have a strong family customer base.”
The deal was developed by Disneymedia+, the integrated ad sales, promotions and marketing solutions arm of Disney, UK and Ireland together with British Airways.
Barnaby Rothwell, director of promotions at Disneymedia+ EMEA, commented: “We are thrilled to be working with British Airways; the brand is a great fit for the launch of Disney’s Planes. We are sure the promotion will create some extra fun and excitement for families in the lead up to the summer holidays and to the film’s release.”
The film will also show on long-haul flights later this year.