British Airways' biggest brand campaign captures the magic of flying

The centrepiece of the campaign is a 30-second television advertisement that aims to convey the anticipation, excitement and sense of wonder that flying can evoke by providing a glimpse of the experience though the eyes of a child.

In what is the airline's first multi-media bespoke brand campaign in the region, the television commercial will be backed by innovative use of events, direct marketing, PR and online advertising over the next seven months.

The Middle East is an important market for the airline. In the Gulf, it serves 6 destinations in 5 countries, with more flights than any other European carrier. Across the Middle East, British Airways network is also extended through its franchise partners.

Reinforcing British Airways leading position in this market, the airline was selected as having the best first class cabin; airline with best economy class and best European airline serving the Middle East at the recently concluded Business Traveller Middle East Awards.

"We've been serving destinations in the Middle for more than 70 years and have built a reputation for quality, reliability and excellent service. We have an extensive network, serving some 140 destinations internationally, and we are recognised worldwide for our product innovation. All these are sound reasons why 36 million people choose to fly with us each year.

"This campaign is unapologetically about emotional resonance," says Terry Parry, British Airways Marketing Manger for the Middle East and Central Asia, "which is why we're spearheading it with a powerful television commercial.

"For many of our passengers it's about more than getting from A to B efficiently and comfortably, there's often an emotional aspect too. It could be the anticipation of seeing loved ones again or meeting new people, seeing new places or returning home, the awesome sight of a sunset from 35,000 feet or just the sheer wonder of flight. The magic of flying differs for everyone, but it's something that even the most frequent travellers have experienced."

The integrated campaign will also include a series of promotions and events, themed around the magic of flying, to directly engage British Airways Executive Club members, the travel trade and the flying public.

The advertising campaign was created by Bartle Bogle & Hegarty (BBH) and is its first international multimedia brand advertising for the airline since winning the account in November last year.