Agency: JWT, New York
The campaign broke this morning (19 June) on BA's Facebook and YouTube pages, and a TV ad will air tonight during the England vs Ukraine game at 7.35pm.
The ad shows a BA plane taxiing by road through London, collecting crowds of Olympic supporters as it moves through the city, before arriving at the Olympic Park in East London. The ad uses The Clash's iconic track ‘London Calling’.
The campaign uses the strapline, 'Don’t Fly. Support Team GB and Paralympics GB'.
BBH’s creative directors Justin Moore and Hamish Pinnell worked on the ad with producer Natalie Parish.
ZenithOptimedia handled the media planning and buying, while OgilvyOne and 12th Floor handled digital activity.
The digital arm of the campaign pushes BA's 'Home Advantage' messaging, which highlights the airline's research into the benefits for athletes performing in their own country, extended through Twitter with the tag #HomeAdvantage.
In addition, BA's Facebook page enables consumers to enter their postcode to see the plane taxi down their street.
Last week, the airline painted a huge image of Jessica Ennis under the Heathrow flight path to remind overseas athletes of Team GB’s home advantage.
Frank van der Post, managing director, brands and customer experience, British Airways, said: "We’re rallying the country to get behind Team GB and ParalympicsGB to capitalise on home advantage.
"Whether it means delaying your summer holiday, finding where to get behind the country with our 'best sports bars abroad' guide, or cheering them on at Park Live at the Olympic Park – we are encouraging every extra clap and cheer we can get."
BA estimates it will be providing hundreds of flights to bring home ex-pat Brits for the Games, while it will broadcast live Games action at Terminal 5, and outbound passengers will be offered booklets with details on athletes and a guide to the best sporting bars abroad.
The airline will play host to Park Live during the Games, a giant screen that will broadcast the Games to 10,000 viewers in the Olympic Park, for event ticket and day pass holders to access.
Follow Loulla-Mae Eleftheriou-Smith on Twitter @loullamae_es
This article was first published on campaignlive.co.uk
In the week that it was shown that users only visited the planet Google+ for less than 7 minutes a month it’s interesting to look at how a contemporary rock artist brand goes about using social media in their marketing and the different levels of interest on different platforms.