BA Global: 'Making the world's favourite airline go global'

The article examines how research and planning contributed to British Airways’ global campaign which was hailed in its time as the ‘ad of the decade’ and ‘advertising’s equivalent to man landing on the moon’.
Agency: Saatchi & SaatchiAuthor: Kara Gnodde

British Airways Making the 'world's favourite airline' go global

What did creative planning based in London have to do with advertising for a British-named airline, that ran in 33 countries, managed to touch the hearts and minds of numerous and multifarious people (even the French), and was hailed as the 'ad of the decade' and 'advertising's equivalent to man landing on the moon'?

This paper is about how creative planning made a difference in four ways:

1. By identifying the need for a new kick-start to the airline's...

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