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“Don’t fly. Support Team GB” new British Airways campaign
June 19th, 2012 by elisa

British Airways launched a controversial marketing campaign this morning. The campaign urges Britons to stay at home during the Olympics this summer, causing annoyance to many outbound operators who were also infuriated by a government campaign earlier in the summer, which also encouraged Brits to stay at home.

The BA advert was launched at 11.00am on its Facebook page. It lets viewers type in their post code and watch people boarding a BA aircraft which then taxis around London and then through their street, ending in the tagline: “Don’t fly. Support Team GB and Paralympics GB”.

The ad has also been shown during tonight’s Euro 2012 match between England and Ukraine, which will have been viewed by millions. The advert already has 4,221 ‘likes’ on Facebook, a number which is growing rapidly. There is also to be a print version in national newspapers and on billboards.

ABTA doesn’t appear to have been antagonised by the advert, despite the potential for it to dissuade Brits from travelling over the summer peak. An ABTA spokesman said: “Everybody in the industry is fully behind team GB at both the Olympics and Paralympics. The incredible domestic demand for Olympics tickets has shown that there is very little danger of our athletes lacking home support.

“Our own research show that the public are divided between those who at one extreme, have changed their holiday plans to stay in the UK and at the other, those who are leaving the country to actively avoid the games. Whatever customers choose it will be a summer to remember.”

Frank van der Post, BA managing director of brands and customer experience, said: “We”re rallying the country to get behind Team GB and Paralympics GB to capitalise on home advantage. Whether it’s delaying your summer holiday, finding where to get behind the country with our “best sports bars abroad” guide, or cheering them on at Park Live at the Olympic Park – we are encouraging every extra clap and cheer we can get.”

 


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