The lasting effects of Covid-19 and an impending cost-of-living crisis created unprecedented variances in consumer demand for travel. We needed to reinvigorate BA with a positioning that could win back trust and drive brand preference.

BA needed to channel the spirit of the nation with which it is indelibly associated with. Global research uncovered a particular quality that was frequently attributed to Britain. It was a quality encapsulating a heritage of invention, experimentation and even idiosyncrasy; "originality". Britain was renowned for its originality, and in its history, customer experience and service style - so was BA.

Consequently, the new positioning, 'A British Original', celebrates BA’s people, its customers and the nation. To launch we first explored the individual and original reasons people travel, whether to reconnect with loved ones, take some time out, or immerse themselves in culture.

These questions were answered through 500 unique print, digital and outdoor executions.

BA needed to channel the spirit of the nation with which it is indelibly associated with. Global research uncovered a particular quality that was frequently attributed to Britain. It was a quality encapsulating a heritage of invention, experimentation and even idiosyncrasy; "originality". Britain was renowned for its originality, and in its history, customer experience and service style - so was BA.

Consequently, the new positioning, 'A British Original', celebrates BA’s people, its customers and the nation. To launch we first explored the individual and original reasons people travel, whether to reconnect with loved ones, take some time out, or immerse themselves in culture.

These questions were answered through 500 unique print, digital and outdoor executions. A ground-breaking multi-channel campaign where no two ads are the same.

The power of the British Originals platform is its ability to recognise uniqueness in BA’s customers by identifying the underlying emotion of why we travel, giving us an opportunity to connect with customers in a way that felt personal to them.

However, as a category leader we needed to do this at scale: We needed as many people to see as many reasons to travel as possible, reflecting the breadth of British Originality that is in all of us.

We also needed to differentiate BA from the category through format, carving out memorable media behaviours as well as messages. With disproportionately high dwell times and data capabilities to reach key audiences when needed, we turned to Out of Home as our lead channel.

OOH offered the perfect canvas to showcase the breadth of emotions that inspire travel, whilst allowing us to adapt copy reactively to capitalise on relevance and context.

The new positioning, 'A British Original', celebrates BA’s people, its customers and the nation. To launch we first explored the individual and original reasons people travel, whether to reconnect with loved ones, take some time out, or immerse themselves in culture. These questions were answered throughout 500 print, digital and outdoor executions.

The 500 outdoor executions continued to adapt according to their location, the time of day and the weather. Sometimes funny, sometimes moving, but always celebrating originality in all its incredibly personal guises, showing that British Airways recognises each of its customers as individuals.

Awareness and consideration were category leading in the campaign period. But significantly: consideration saw an 8% increase on pre-campaign measures, in line with BA’s yearly stretch targets.

Purchase intent rose above that of competitors, remaining competitive for the period and ensured BA were confident in achieving its revenue goals.

The campaign's impact continued for at least a month post campaign – crucial for BA as they went into their key commercial period in late December and January.

BA’s site traffic and revenues were up by over 50% vs 2019 benchmarks in late December & through January.

Finally, we saw the highest consideration score since Jan 2018 and the widest gap in consideration vs next nearest competitor since Sept 2019, instilling confidence that the British

Original’s launch had caught customer’s imagination and positioned BA as category leader who understands & caters for the many reasons we fly.