British Airways is continuing to champion its positioning of 'A British Original' with an emotive new out-of-home campaign, putting the spotlight on the serenity of its business-class experience. It classily celebrates the tranquility and privacy that British Airways offers its Club World customers.
Each image of the 'Doors' campaign is thoughtfully divided, highlighting these calm moments while often humorously referring to why those moments of calm may be necessary for the hustle and bustle of travel.
White space around each of the images underlines spaciousness and privacy in the cabin to flag the relaxed atmosphere British Airways lets their passengers enjoy. It's an aesthetic with which the campaign can be associated to deliver calmness through luxury.
Cristopher Anderson is the photographer behind the airline's Cannes award-winning 'Windows' spot. His previous shots framed passengers staring out at a tranquil sky. The new images retain that sense of tranquil escape.
The humor in the copy for each creative amplifies the message of light and biting commentary on why this level of calm is warranted. Above all, in this case, is the amazing balance in the usage of calm and humor; it cements the pledge that British Airways has to offer nothing but the best flying. experience and captures perfectly the very meaning of being a 'British Original'.
Increased visibility:
Creative OOH ads are strategically placed along busy areas. Naturally, they therefore have a wide audience reach.
Wide reach:
OOH reaches a diversified demography, including those that may not be as accessible through other media. This wide reach helps make sure that a wide array of potential customers view the message.
Engagement and interaction:
As such, creative and interactive OOH ads may indeed offer unique engagement with audiences through the use of QR codes, integration with social media, or augmented reality features that beg people to interact with them. These can lead to further action and a more connected consumer with the brand.
Local targeting:
The OOH ads can be placed at strategic points to reach all kinds of target geographic locations or communities. It helps businesses get in touch with consumers in relevant areas.
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