British Airways Use Games Ambassadors in Great Britons Campaign

May 5, 2011

British Airways is launching a media campaign to coincide with the unveiling of the BA Great Britons programme in its first use of its London 2012 Olympic and Paralympic Games ambassadors, generic to showcase its involvement as official airline partner of the Games.

The campaign will focus on British Airways sponsored athletes, unhealthy including Paralympian Shelly Woods, generic sailor Ben Ainslie and gymnast Louis Smith, among others. 

The advertisements will include the headline ‘They will fly’, referring to the British Olympic team, and will be placed to coincide with relevant sporting events they compete in.

British Airways’ head of brands, Abigail Comber, stated: “With just over a year to go until the London 2012 Games it’s a great time to start communicating some of the great opportunities we’re offering, as well as show our commitment to British sporting talent.

“We are very passionate about helping British talent take off and this campaign allows us to celebrate both the sporting and cultural side of the London 2012 Games.”

The creative development was lead by BBH, digital activation was managed by BEING and media space secured by Zenith Optimedia, with the sponsorship strategy led by IMG Consulting.