British Airways sets aside £5b for products and services

British Airways to roll out its biggest brand advertising campaign for a decade to coincide with a five-year programme of investment of £5 billion for the benefit of customers.

The campaign, on UK TV, in newspapers and online, showcases the airline’s heritage and highlights the characteristics that make British Airways special: decades of flying know-how, thoughtful service and British style.

By placing new emphasis on its historic motto, To Fly. To Serve., the airline is restating its resolve to put the customer at the heart of everything it does. Beyond the brand advertising, the airline has committed to spend more than £5 billion on customer products and services over the next five years.

The investment will see British Airways customers benefiting from new aircraft, new World Traveller and World Traveller Plus cabins, a revamped First class, significant improvements at Gatwick and better lounges around the airline’s network.

Funds will also be allocated to improved catering and new technologies to make the travel experience more comfortable and convenient for customers on the ground and in the air.

“The motto To Fly. To Serve. is part of the DNA of British Airways. It is on our coat of arms, and it is worn in crew uniforms. And it has real meaning and resonance for today. It encapsulates our expertise for flying and our commitment to customer service. It describes our purpose,” Keith Williams, British Airways’ chief executive, said.

“This campaign has real substance. Not only are we investing in tangible improvements to the customer experience, earlier this year we launched an internal programme to engage with our staff. We’re working with our cabin crew, listening to their views and giving them tools, such as iPads, to enable them to deliver even better service,” Frank van der Post, British Airways’ managing director, brands and customer experience, added.

“The technology teams are working to deliver more customer-friendly improvements to our website and apps. The airport team is developing more services for premium customers. The catering team is revamping the menus and the wines. All these changes are being delivered now and we have even more plans for the future. The whole airline is delivering on our promise, To Fly. To Serve.”

“As a global brand advertising campaign, it will eventually be rolled out in the Middle East by November this year. Explaining who we are and what makes British Airways special, British Airways new brand will be visible in print ads across the region,” Paolo DeRenzis, Regional Commercial Manager Middle East, said.

However, people in the Middle East will get to see the 90-second adverts which will launch at 11am on September 21 on the airline’s Facebook page:, following an online ‘teaser’ campaign over the last few weeks.

This is the first time the airline has used social media to premiere an advert. The Middle East print campaign will highlight the experience, expertise and care for customers shown by teams across the airline every day.

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