Sponsored Story: British Airways: Where luxury is served in the air

hidden September 20, 2013 12:06:25 IST
Sponsored Story: British Airways: Where luxury is served in the air

British Airways' previous campaign's TVC 'A Ticket To Visit Mum' touched a million Indian hearts and still intrigues people on YouTube, the current number of hits stand at 827,208.

Targeted at the Indian diaspora that is away from home, the TVC struck a chord with young students and professionals who left home for higher education, better jobs, and various other reasons and ceased to live close to their parents thereafter - their parents, who are now lonely. It depicted a real story of a Mumbai-based mother, Alka Dubey, and her son who loves home cooked okra.

But if the airline offers more than a flight that takes you back home, pampers you with all the possible luxury you could have at your disposal, mid-air, how would that be depicted? In a scintillating new advertising campaign, British Airways has shown exactly that by inviting you "to walk the air bridge into the one stop shop for luxury in the skies".

British Airways is characterised by its dedication to flying innovation, along with thoughtful service and British style and predigree. Decades of flying know-how is in its heritage. The ad film brings to life these features, showing close-up shots of the intimate details of flying, panning to wide shots of the aircraft in motion. It draws contrasts between them both, showing the care and thought that goes into every part of their journey. One striking aspect of the commercial was the way the sliding seat was depicted during manufacture and as an end product, with the passenger slowly sliding down to sleep.

Sponsored Story British Airways Where luxury is served in the airChristopher Fordyce, Regional Commercial Manager - British Airways South Asia said, "We have been flying to India for over 84 years and stand out for our innovative techniques to engage with our customers. The motto 'To Fly. To Serve.' is an integral part of British Airways and we are very excited to launch the advert in India, which highlights our brilliant on-board expertise. Through this ad film, flyers will get a unique opportunity to witness the travel experience with British Airways as we stay true to our goal- 'To Fly. To Serve'."

The end frame shows the British Airways logo being stitched into fabric, with a voiceover commenting on its historic motto. With this campaign, British Airways restates its business philosophy of putting the customer at the heart of everything it does.

In a 'micro-to-macro' style of filming that illustrates a person's journey from point A to point B, the campaign directed by Martin Krejci, with cinematography from Anthony Dod Mantle, who won an Oscar for his involvement in Slumdog Millionaire, it features a vibrant soundtrack 'Experience' (Starkey Remix), by the acclaimed Italian composer and pianist, Ludovico Einaudi.

The advert reignites Birtish Airways' motto 'To Fly. To Serve. Today. Tomorrow'. Conceptualised by BBH, the TV advert will also run in a number of the airline's international markets, including USA and India - for the first time in seven years.

It was unveiled during the 'England versus Moldova' World Cup qualifier globally on Friday, 6 September which was previewed at IST 3.30 pm on the airline's official Facebook site - Facebook.com/britishairways.

Beyond the brand advertising, the airline has decided to spend more than 5 billion on customer products and services till 2017. Its new features include mobile boarding pass, digital bag tag and the new superjumbo A380 in its fleet.

It also launched Dreamliner 787 that saw a social media campaign on 19 September, which will be active again on 24 September for the A380 flight to Los Angeles. It invites social media users to 'tweet' a message using #racetheplane @British_Airways. Each tweet will fuel a virtual version of the aircraft, racing against the actual flight, with prizes to be won.

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