bdak
Posts: 33
Joined: Tue Oct 18, 2005 12:38 am

British Airways Advertising

Tue Oct 18, 2005 12:50 am

British Airways have recently sacked the Saatchi brothers, after 25 years as their creative agency. Through Saatchi & Saatchi, and later M&C Saatchi they created many famous campaigns including 'The World's Favourite Airline' and the 'Face' commercial. www.mcsaatchi.com/BA shows the history of their work for the airline, from the early 80's until today.

British Airways have replaced Saatchi with Bartle Bogle Hegarty (BBH). BBH currently make the ads for Levi's, Barclays, KFC, Lynx and many others. (www.bbh.co.uk). They are going to begin advertising the BA brand in November using the new strapline 'upgrade to BA'.

What are your thoughts? Good decision or bad decision?
 
BA0284
Posts: 266
Joined: Sun Oct 09, 2005 12:09 am

RE: British Airways Advertising

Tue Oct 18, 2005 1:32 am

I thought that the advertising for BA with Saatchi was great, it was precise and to the point.
I'm not sure on the new slogan though..Upgrade to BA. It's not doing anything for me, I thought that they'd do something to get a few more passengers back to the airline after the summer.

BA0284  Smile
 
bdak
Posts: 33
Joined: Tue Oct 18, 2005 12:38 am

RE: British Airways Advertising

Tue Oct 18, 2005 1:36 am

I agree that what Saatchi did was great. You only have to spend five minutes on their website to see that. I'm excited about what BBH might offer though, they are famous for injecting life into brands.

Apparently the change was made as part of a cost-cutting drive by WW.

I particularly like the PJ O'Rourke 'pride' ad. I think that is the best of the recent campaigns. Face is still my favourite though. Interesting that M&C chose to ignore 'The Way to Fly' commercial they brought out last year.

This, I thought, was an interesting quote from this weeks Guardian.

"BBH's line suggests a drive for business customers combined with a pitched battle against the low-cost leisure carriers, and as such feels a whole lot more pragmatic [Than the World's Favourite Airline]. If this is a more pragmatic time, and if BA have the product and service differences to support such a claim, then maybe it will work. It will be fascinating to see."

[Edited 2005-10-17 19:05:11]
 
ARGinLON
Posts: 550
Joined: Wed Jun 22, 2005 6:26 pm

RE: British Airways Advertising

Tue Oct 18, 2005 2:46 am

Although "The world's favorite airline" slogan/campaign was highly critised in the UK I still think (as a foreigner) that it was great. It just summarised the truly global image that the company had.

I believe that thanks to that huge global presence of the 80s/90s BA is what it is today.

As for the ads I remember when Saatchi & Saatchi billed BA for "Manhattan" the invoice just stated something like "Advert... GBP1 million"
 
bdak
Posts: 33
Joined: Tue Oct 18, 2005 12:38 am

RE: British Airways Advertising

Tue Oct 18, 2005 3:33 am

The 'Manhattan' ad on the M&C website depicts the first time BA used 'The World's Favourite Airline' slogan. Compare that to the most recent marketing for BA and you can see how the Saatchi brothers kept the image changing. Whilst I do not dispute the decision by BA to change agency, I think the Saatchis should be respected for changing BA's image from one of the most disrespected airlines in the world to one of the most admired. In terms of advertising, BA has some of the best out there airlines or no airlines. I hope BBH keep that going. In my opinion, 'upgrade to BA' has potential.

It's also very amusing to see what was considered a cutting edge business class product in 1988, as shown in the 'red eye' ad. World Traveller Plus is very similar to that now, except that you get seat back TV's!

[Edited 2005-10-17 20:50:05]