Today, British Airways launched something old and something new; their largest brand advertising campaign in the past decade. The ‘to fly, to serve’ campaign sees a return to their timeless promise of service, style and class and their claim to put the customer at the heart of every action.
The campaign launched this morning at 11:00 GMT and is supported entirely by their Facebook page, where the new advert is being hosted. The ad charts the progress of British aviation through the years, starting in the early 20th century and progressing to the present day.
The ad has a strong heritage appeal and showcases some gorgeous costumes from the British Airways archives. You can also see their branding develop over the years, across the different planes and uniforms shown in the ad. As part of their return to their roots, British Airways have decided to resurrect both their ‘to fly, to serve’ motto (stitched on every uniform!) and their coat of arms, awarded to the company by the Royal College of Heralds in 1975. The coat of arms signifies many things, among them the mastery of the airline over land and sea and their promise of peaceful flight.
The coat of arms has been redesigned and will be added to every plane in the British Airways fleet. The ‘recrafting’ of the coat of arms was piloted by Forpeople Design. Forpeople have created an entirely 3-D version of the logo that can now be adapted for any format, and can usher the brand into the 21st century.
According to British Airways, the campaign will see £5 billion committed to improving customer products and services over the next five years. Potential changes will see new developments in technology, changes to the in-flight menu and drinks service and new benefits for customers across the board. We can’t wait to see what they’ve got up their sleeve!
Check out the making of the ad here, and on the British Airways facebook page: