British Airways who have always taken more of an ‘atmospheric’ attitude towards their advertising campaigns compared to VA, their competitor’s, product led advertising strategy as of late, has taken a new direction. No doubt, off the back of Heston Blumenthal’s TV programme that highlighted the challenges found onboard airlines for their catering offering due to the change in our taste buds at low humidity and lower pressure environments, British Airways have highlighted how they are going above and beyond to create the best inflight catering product in the skies.
A simplistic graphic style, synonymous with their print advertising, created by the agency Bartle Bogle Hegarty in New York comes in 4 designs. Highlighting the basics of Cheese, Wine, Bread and the training involved in creating the menus, they have really produced a solid advertising campaign strengthening the brand as a leader in inflight catering. Which isn’t really that difficult to be honest, but it’s nice to see an airline apparently spending a little attention to detail in their offering. Note the little nod to their new promise ‘To fly, to serve’….