British Airways is an account I worked on for a number of years. Originally the regional service BRAL, which in later days rebranded as the short haul part of British Airways operation, we also looked after the World Cargo B2B side. Briefs often focused around city breaks and business trips around the UK and Europe. Then as the explosion of low-cost carriers reshaped the category, we had to find a way to tackle the huge change in consumer behaviour.
Taking on the low-cost carriers and the complete change in the way people booked holidays was never going to be easy. British Airways reputation for great service gave us a big advantage. The headline price of cheap flights would always beat the BA price, but by the time you added all the extras up the cost wasn’t that different. Especially when you took into account the lack of leg room, non-central airports or the idea your holiday should start at the airport not when you land. Forgetting price, what’s the real cost of flying low cost?
We wanted to highlight the multitude of extra charges and hidden costs that other airlines use to bump up prices where it would really hit home. At the point of search or within airports themselves, demonstrating BAs superior service when the experience of other carriers was fresh in mind.
And here’s some of the first work I produced on the account, in old school British Airways styling. Simple, classic ads and a cheeky special build.
