British Airways is launching its first new TV
commercial for two years on September 7, 2009. The new campaign's
concept - Opportunity doesn't always live on your doorstep - seeks
to encourage people to get out into the world and seize every
opportunity, for business or pleasure.
Each of the nine, 30-second adverts created by
BA's retained advertising agency, BBH, and shot in a documentary
style, will feature a different event from around the world that
is due to take place in the weeks following the launch of the
These events include the first ad featuring Mumbai Fashion Week
(taking place from September 18-22) and the second, which covers
the migration of the wildebeest in the Serengeti (October-November
The campaign will also feature a tactical element
that will appear in print, online, on outdoor sites and radio and
through 10-second cinema and television spots.
of 'opportunities' is supported by independent research carried
out by the Harvard Business Review on behalf of BA into the
importance of doing business in person. It found that 95%
of respondents believe face-to-face meetings are key to success in
building long-term relationships and that 87%agree
they're are essential for 'sealing the deal'.
Comber, British Airways' manager for brand, proposition and
insight, said, "After the economic difficulties of the last couple
of years, we want to encourage people to remember there's a big
world out there that could bring amazing opportunities for both
business and pleasure.
"This campaign is also a
demonstration of our confidence in the future - we're here for the
long haul and we're using our money wisely by capitalising on the
current low cost of TV advertising to put our brand in the
Mick Mahoney, creative director at BBH, BA's
retained advertising agency, said, "We are making nine TV
commercials in 11 weeks that are designed to show the many
opportunities happening around the world right now. This is a fast
paced production process, liberated from the usual TV production
shooting props and demanding quick thinking on the ground to
deliver some remarkable and breathtaking footage."
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