What is the purpose of your visit? British Airways explores why we fly in new campaign

British Airways campaign celebrates the individuality of travelers

In its latest advertising campaign, British Airways explores the individual and original reasons why people travel, whether to meet loved ones, take time off or experience other cultures. Entitled “A British Original”, the project, which includes photography, graphics and short films, was developed in collaboration with Uncommon Creative Studio and MG OMD. The theme revolves around the question that travelers often ask themselves when they land in a new destination: “What is the purpose of your visit? Instead of ticking off the standard ‘business’ or ‘leisure’ responses, viewers see witty, meaningful and relevant responses that show British Airways values ​​each of its customers as individuals.

instead of standard ‘business’ or ‘leisure’ responses, viewers see witty and relevant responses | all images courtesy of British Airways

simple graphics conveying meaningful reasons to travel

The campaign focuses on British Airways employees (read more here), which feature in both stills and shorts in the project. One of the snaps shows a cabin crew member staring out the window, followed by his motivation for doing what he loves: “the view from the office”. In a similar approach, a short film shows a British Airways pilot lovingly rocking his daughter to sleep before leaving for work. The film ends with the pilot explaining why he does what he does every day, which is “for her”.

The campaign graphics are very simple, showing only a checkbox that includes negative space. This series will feature over 500 different and uniquely written lines of text that will give viewers an original reason to travel through all the media venues. Examples of reasons to travel include ‘because I have too much on my plate, nothing is from the sea’ and ‘to feed the social flow’. These will be adjusted based on location, time of day, weather and current events. Advertising copy will be visible on billboards, playful bus wraps and print advertisements, taking a Battenburg approach with adjoining locations that have why we travel interaction reasons.

What is the purpose of your visit?  British Airways explores why we fly in new campaign
advertisements will be seen on playful billboards and bus wraps

“We really wanted this campaign to celebrate the originality of our customers and employees. Every time a customer boards a plane, they do so for a unique reason, and we know these trips are so important. (…) This brand campaign allows us to highlight our motivation, which is our customers and our employees. says Hamish McVey, Head of Brands and Marketing at British Airways.

“Every day I play my part behind the controls of a British Airways aircraft, taking customers on some of the most important journeys of their lives.” I hear so many amazing stories and reasons customers travel, so it’s heartwarming to be able to celebrate them. I couldn’t be prouder to be featured in this campaign alongside one of my two children and show the world my drive, my little ones. shares British Airways 777 pilot Anthony Oliver.

What is the purpose of your visit?  British Airways explores why we fly in new campaign
the graphics are very simple, showing only three checkboxes

What is the purpose of your visit?  British Airways explores why we fly in new campaign
“sometimes funny, sometimes moving, but always celebrating originality in all its incredibly personal forms”

What is the purpose of your visit?  British Airways explores why we fly in new campaign
meaningful and emotional responses can also be found among campaign ads

What is the purpose of your visit?  British Airways explores why we fly in new campaign
the campaign focuses on British Airways employees

What is the purpose of your visit?  British Airways explores why we fly in new campaign
Britich Airways people are featured in both stills and shorts

project info:

Last name: A British original
company: British Airways

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November 13, 2022

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