British Airways: Magic of Flying

This case study explains how British Airways (BA), the airline, used billboard ads in the UK to capture people's attention, create wonder and show the variety of destinations available.

British Airways: Magic of Flying

OgilvyOne London

Summary

British Airways operate in an incredibly competitive marketplace where costs, networks and schedules dominate the reasons for flying. Choice of carrier has become a very rational decision. How could we differentiate? How could we bring more emotion into flight? How could we create cut through in a crowded world dominated by these rational factors?

A very simple and emotional insight provided a springboard for the project – when children look into the sky and see a plane flying overhead, to them it is magical. Our challenge was then how could we encapsulate...

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