BA revises its World Offers campaign in light of millennium

British Airways is changing the direction of its high-profile World Offers campaign in an effort to boost passenger numbers in the last year of the millennium.

British Airways is changing the direction of its high-profile World

Offers campaign in an effort to boost passenger numbers in the last year

of the millennium.



M&C Saatchi has produced the television, press and poster initiative

under the theme: ’The next millennium is coming. Take a last look at

this one.’



The message is underscored in a 30-second commercial featuring

unexpected alterations to a series of familiar sights. Grass grows

around the pyramids and the Eiffel Tower gets converted into the world’s

biggest helter-skelter.



At the same time, a farmer wearing a patterned wool jumper is surrounded

by sheep bearing coats in the same pattern.



The new advertising marks a significant change to the familiar ’Where is

everybody?’ campaign. It was written by Merlin Sinclair, art directed by

Justin Bussell and directed by Graham Fink through Paul Weiland Films.

Media buying is handled by Optimedia.



Sue Zerk, a BA executive, said: ’’Where is everybody?’ is highly

successful but, since it is the last year of the millennium, we wanted

to give this new campaign a topical twist.’ The advertising, which will

run for three weeks, will also include a 96-sheet poster in London’s

Cromwell Road.



BA last refreshed its World Offers campaign at the beginning of 1998

with a series of quick-cut animated films.



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