British Airways will launch its first TV campaign in two years with ambitious series of advertisements featuring events including the migration of wildebeest and the El Superclasico football clash between Boca Juniors and River Plate in Buenos Aires.
The last time the airline ran TV ads was in August 2007. It will launch the first of a series of nine commercials on Monday on ITV1.
With the new campaign BA hopes to provide travelers enough reasons to loosen up their wallets and fly to destinations that offer exciting events over the next few weeks. The ads by agency Barte Bogle Hegarty will feature a serious of events with the first ad about Mumbai Fashion Week from 18 September to 22 September.
The ads feature a version of the music from BA's television advertising – the Flower Duet from Delibes' opera Lakme. BBH has come out with eight TV ads for the UK market.
Other events in the campaign include the Las Vegas rodeo, to promote the airline's new route launch on 25 October, Carnivael in Venice and the Canton Fair in Guangzhou, China . The agency has also made a TV ad for the US.
BA is aiming to make a come back after its dismal last year performance that saw the airline posting a £148 million loss in the first quarter, the first since 1987 when it was privatised. The carrier has grounded 22 planes in a cost-cutting exercise.