Olympics watch: #1 British Airways


With the London Olympics now just a month away, many marketers are preparing for their final burst, bunching up on the bend ready for the sprint to the finish line.

With that in mind, I thought it would be a good idea to capture a few examples here. Good and bad.

First off the blocks is national carrier British Airways seeking to capture the UK public’s patriotic emotions in the way that airlines often tend to do.

For instance, I know many Aussies get a lump in the throat when seeing Qantas’s “I still call Australia home”. (Personally, I don’t so I don’t….if you see what I mean)

Having been away from the UK, I’m a little vague about BA’s recent advertising history, but do still fondly recall their epic ‘Face’ commercial from the early 90s.

Anyhow, BA’s Olympic campaign is built around the theme (and twitter tag) ‘Home Advantage’, encouraging Brits to get behind their athletes to help give them a home town advantage over their competitors.

Throw in a soundtrack from The Clash and a neat ability to customise the ad so the plane appears to travel down your very own street (provided you live in the UK that is, as I have just discovered) and you have an offering worthy of a place on the podium.

More to follow…


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