NEWS: BA seeks to extend appeal with TV ads for ‘unique’ service

British Airways is looking to create a ‘halo’ effect from its new First Class TV advertising to reinforce its credentials as the leading innovator of the airline business.

British Airways is looking to create a ‘halo’ effect from its new First

Class TV advertising to reinforce its credentials as the leading

innovator of the airline business.



Its hope is that the 20-second commercial breaking next Monday through

M&C Saatchi will strike a chord beyond the core target of top-fare-

paying passengers.



The principal aim of the advertising is to promote what BA claims is a

unique First Class service that gives passengers their own small-space

private cabins. The airline drafted in a yacht designer to create a

special First Class seat that can be converted into part of a meeting

area or a bed. The service is currently available on 25 per cent of BA

long-haul flights and will be extended to all of them by the end of the

summer.



But Tim Duffy, the agency’s board account director on the business,

said: ‘One of the reasons that we’re keen to advertise this service is

that it speaks volumes for BA’s boldness and innovation.’



The new film develops the imagery currently being used in BA’s Club

World campaign in which a sleepy passenger turns into a baby being

cradled in a mother’s arms and a businessman is transformed into a

bathing bird.



In the latest commercial - shot mostly on Lake Powell in Utah - a First

Class flier dreams of being in a drifting rowing boat. It was written by

Nick Drummond, art directed by Martin Casson and directed by Anthony

Easton through Stark Films.



The film, part of a pounds 100 million global advertising spend

earmarked for 1996 and 1997, will be screened initially in London and

the South east.



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