British Airways has rolled out a major push to promote its biggest sale of the year, with discounts on flights to more than 100 destinations.
British Airways is launching a major push to promote its biggest sale of the year. Headlined by its first BA Holidays television advertising campaign in four years, the sale runs from 20 December to 31 January, with huge discounts on flights to more than 100 destinations worldwide.
The airline will focus on digital with five animated display banners running online and seven outdoor executions, which will use real-time traffic data to interrupt existing out-of-home advertising schedules with sale creative. The marketing series of adverts follow three sets of holidaymakers.
Featured in the narrative are a couple on a sunset boat trip, a woman as she steps on the fine sands of the Caribbean, and a young couple who try their luck in a Las Vegas casino. The three 30-second ads, the first of which airs on Boxing Day, are based around the sentiment of making memories.
The adverts will also run in cinemas nationwide and will be followed up with 10-second edits on Video on Demand and Sky Adsmart that convey the rationale behind booking a British Airways Holidays. In an industry first, the airline will also afford holiday advice to customers using emojis.
The new holiday inspiration tool, which uses Facebook Messenger bot technology, allows customers to interact using the picture-based icons, and after answering a series of questions with their favourite emojis, the bot will recommend a holiday destination to suit their personality and mood.
“The January Sale is our biggest tactical campaign of the year so we are launching our most innovative yet. We will be the first UK travel provider to use dynamic video on YouTube, therefore chartering new territory in our digital campaign,” said Rob McDonald, Head of Marketing for British Airways.
British Airways is a three-time winner of the World Branding Awards in the Airline category.