British Airways: Thank you for not flying

This case study describes a campaign by British Airways (BA), the airline, in the UK during the 2012 London Olympic Games, which used a counter-intuitive 'stay at home' message.

British Airways: Thank you for not flying

Ross Berthinussen, Lucia Komljen, Heather Alderson and Richard LawsonBBH London

Summary

Sponsorship shouldn't be just about handing over cash in exchange for kudos. At its best, sponsorship harks back to the values of patronage many centuries ago: of a desire to see the sponsored person or property be the best they can.

This is a story about how planning asked how British Airways (BA) could be a true sponsor of London 2012: how it could give more than "just" money. And in doing so, how it turned standard sponsorship thinking on its...

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