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British Airways has launched its biggest brand advertising campaign for a decade to coincide with a five-year programme of investment for the benefit of customers.
The campaign, on TV, in newspapers and online, showcases British Airway’s heritage and highlights the characteristics that make it special.
The company is placing new emphasis on its historic motto, To Fly. To Serve.
Keith Williams, British Airways’ chief executive, said: “The motto To Fly. To Serve. is part of the DNA of British Airways. It is on our coat of arms, and it is worn in crew uniforms. And it has real meaning and resonance for today. It encapsulates our expertise for flying and our commitment to customer service. It describes our purpose.”
Frank Van Der Post, British Airways’ managing director said: “This campaign has real substance. Not only are we investing in tangible improvements to the customer experience, earlier this year we launched an internal programme to engage with our staff. We’re working with our cabin crew, listening to their views and giving them tools, such as iPads, to enable them to deliver even better service.
“The technology teams are working to deliver more customer-friendly improvements to our website and apps. The airport team is developing more services for premium customers. The catering team is revamping the menus and the wines. All these changes are being delivered now and we have even more plans for the future. The whole airline is delivering on our promise, To Fly. To Serve.”