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British Airways Launches Short-haul Advertising Campaign


This week British Airways launches an advertising campaign aimed at four main customer groups considering taking a short-haul break this winter. The campaign focuses on giving customers smarter fare options to Europe and carries the airline’s short-haul strapline: To Fly. To Serve. To Europe.

The first advert highlights the airline’s hand-baggage only fares with prices starting from £39 one-way, with the heading: ‘Pay less. Pack less. Wait less.’ The fares were launched on short-haul Gatwick fares earlier this year and in recent weeks they have been rolled out across the short-haul network from Heathrow and London City.

A second advert focuses on the recently launched semi-flex fare for the cost conscious business traveller with the line: ‘If the meeting finishes early, take off’. The new fare allows customers to change their booking for free on the day of departure from the same airport to the same destination, the ability to select a seat for free two days prior to travel and no change fee prior to the day of travel.

The #helloweekend creative is aimed at young travellers looking for inspiration for the weekend. The advert shows that return flights and two nights at a hotel start from just £119 with British Airways.

The final advert is aimed at families. It details everything that customers will get when they fly with British Airways when they travel on a standard fare, which includes the airline’s generous cabin and hand baggage allowances. The creative shows an x-ray of luggage containing items families need to take, including a car-seat, buggy and nappies, on flights costing from just £49 one-way per person.

The campaign will run across digital out-of-home, radio, print and social from October 16. Digital sites will include You Tube, vevo, Channel 4 and MSN. A range of publications will run the adverts include the Evening Standard, Metro, The Daily Telegraph, The Guardian, Shortlist, Stylist and Time Out. Posters will appear at the likes of Westfield and on the tube.

TV and radio broadcaster, Greg James will be the voice of the radio adverts which will focus on the #helloweekend element, to appeal to a young audience. The adverts will run on a range of commercial stations including Absolute Radio, Capital FM, Kiss FM and XFM.

Hamish McVey, head of brand engagement at British Airways, said: “We want to bring to life the variety of options we have for people wanting to take a short-haul holiday. Whether they’re looking for a spontaneous trip, a little more flexibility, something for the family when they need to pack a little more, or fares from just £39 one-way when they don’t, we have something to suit everyone.”


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