BA’s doco-style commercials to feature world events

LONDON – British Airways has created new television commercials, featuring a series of events taking place around the world over the next few weeks.

According to the Guardian, the airline has worked on “an ambitious series of ads that feature events including the migration of wildebeest and the El Superclásico football clash between Boca Juniors and River Plate in Buenos Aires”.

The company will produce nine 30-second adverts, shot in a documentary style. The first event to be featured is Mumbai Fashion Week from September 18-22.

“Airlines are a barometer of how the economy is doing and travel is a good ‘fall guy’ in a recession,” said Abigail Comber, BA’s brand, proposition and insight manager.

“We need to get customers moving – target people who have made an emotional decision around flying.”

BA saw premium class traffic in August fall by 11.9 percent year-on-year although “non-premium” economy class custom edged up 1.3 percent.