British Airways: Magic of Flying

This case study explains how British Airways (BA), the airline carrier, used an innovative approach to outdoor digital advertising to make an emotional connection with people in the UK.

British Airways: Magic of Flying

OgilvyOne London

How did the campaign make a difference?

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. It needed to find a new way to differentiate and bring more emotion into flight.

This campaign raised awareness of the breadth of destinations and frequency of flights offered from London in a way that could cut through the clutter.

British Airways combined technology with creativity to create a powerful emotional connection with the brand – the world's first...

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