Although often seen primarily as a business carrier, British Airways is seeking a greater association with leisure tourism. The press, poster, online and radio campaign, created by cBartle Bogle Hegarty and digital consultancy Agency.com, breaks on 3 November.
BA has teamed up with photography agency Magnum to take 'gritty and realistic' shots of locations across the globe for the campaign. The places depicted include Rome, New York and the Caribbean. Each execution will be accompanied by a different strapline; these include 'Ask a local where to go for dinner' and 'You can't smell a city from a coach'.
Although the airline recently rolled out a minor press and outdoor push offering passengers upgrades on European and long-haul flights, this is BA's first major campaign since its 'Terminal 5 is working' activity.
Elsewhere, BA head of marketing communications, Katherine Whitton, has taken voluntary redundancy. Whitton will be one of 450 senior management at the airline to leave at the end of the year.
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