British Airways is launching a media campaign to coincide with the unveiling of the BA Great Britons programme today.
It’s the first time the airline is using its London 2012 Olympic and Paralympic Games ambassadors in paid for media, to showcase its involvement as official airline partner of the Games.
The BA Great Britons programme offers a series of career defining opportunities to collaborate with Heston Blumenthal, Richard E Grant and Tracey Emin on a creative project with the airline, in the run up to the London 2012 Games.
The three-month national print and online campaign features Heston, Richard and Tracey with the headline ‘We can help your talent fly’, inviting aspiring chefs, scriptwriters and artists to apply at www.ba.com/greatbritons.
The second phase of the campaign will break in May in national print initially, then online from August, running through to 2012. It will focus on British Airways sponsored athletes, including Paralympian Shelly Woods, sailor Ben Ainslie and gymnast Louis Smith, among others. In keeping with the theme of supporting British talent, the advertisements will include the headline ‘They will fly’, and will be placed to coincide with relevant sporting events they compete in.
British Airways’ head of brands, Abigail Comber, said: "With just over a year to go until the London 2012 Games it’s a great time to start communicating some of the great opportunities we’re offering, as well as show our commitment to British sporting talent."
"We are very passionate about helping British talent take off and this campaign allows us to celebrate both the sporting and cultural side of the London 2012 Games."
A teaser of the campaign featuring the celebrity mentors can be viewed at: www.youtube.com/flybritishairways
The creative development was lead by BBH, digital activation was managed by BEING and media space secured by Zenith Optimedia. The sponsorship strategy is led by IMG Consulting.
British Airways is proud official airline partner of the London 2012 Games, Team GB and ParalympicsGB.
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