Brit Airways Is Sky-High on Low Fares

NEW YORK Bartle Bogle Hegarty has launched its first European TV effort for British Airways, part of a price-and-value campaign that touts the carrier’s new lower fares within Europe.

In the ad, a young girl imagines dolphin-shaped clouds dancing in the sky as she sits in one of her flight’s window seats while a soft cover of “Leaving on a Jet Plane” plays in the background. A voiceover explains, “We believe your holiday should start before you arrive. You’re our guest. You should expect to check in online, choose where to sit, fly to destinations worldwide.” The narrator also touts “thousands of one-way fares from 29 pounds.”

Print ads continue the cloud theme, with ticket prices written in puffy white clouds on a blue-sky background and pun-laden lines like “Online Czech-in” for its Prague destination and “Allocated seating. Something you can bank on” for flights to financial capital Geneva, Switzerland.

BBH in London won the account in October and has since produced some promotional materials. BBH in New York, which handles British Airways’ U.S. business, dropped out of the JetBlue review to take on the account.