British Airways

British Airways. A byword for quality and service around the world. But in the short-haul market, people are looking for to visit European destinations for very little. It’s all about price. Getting an amazing experience for next to nothing. And British Airways are often overlooked because people assume they’re unaffordable.

So they asked for a series of radio ads to help change this perception and promote their low-price Winter flights from Gatwick. The thing is, their prices were genuinely great. So we led with the idea that for the cost of something people are happy to fork out for, say a meal or a jumper, they could actually be jetting off to somewhere amazing. And we added a dash of playfulness too, with timely sound affects to highlight the price point. Still British Airways but with a knowing smile.

Client: British Airways
Agency: Ogilvy
Skills: Copywriting, Scriptwriting