NEW YORK British Airways returned to TV advertising this week for the first time in two years with a campaign from Bartle Bogle Hegarty that encourages travelers to seize opportunities around the world.
The first 30-second commercial in the nine-spot campaign began running in the U.K. on Sept. 7 and discusses the possibilities that a trip to India may bring during Lakme Fashion Week beginning soon in Mumbai.
"Right now somewhere in the world is a great business opportunity," says the voiceover in a spot filled with colorful images of Fashion Week preparation and local activity. "And no one can fly you to more of them direct from the UK than British Airways."
Each spot will feature a different event around the globe. The second highlights the September migration of the wildebeest in the Serengeti.
"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," said Abigail Comber, British Airways manager for brand, proposition and insight, in a statement.
The campaign is also a demonstration of the airline's confidence in the future, added Comber. "We're here for the long haul and we're using our money wisely by capitalizing on the current low cost of TV advertising to put our brand in the spotlight."
In order to showcase real world events, the agency had to produce the commercials on a tight production schedule. "We are making nine TV commercials in 11 weeks that are designed to show the many opportunities happening around the world right now," said Mick Mahoney, creative director at BBH. "This is a fast-paced production process, demanding quick thinking on the ground."
In addition to the TV commercials, the campaign includes print, online, outdoor and cinema advertising.