"We're repositioning British Airways as a global airline with a new, warmer, more individual service style," said Ford Ennals, the airline's director of marketing.
A year after acrimoniously departing Saatchi & Saatchi Co., Maurice Saatchi personally unveiled in London last week the $150 million two-year global campaign due to hit airwaves Jan. 7.
For a new agency working in an untested international cooperation agreement for media and support services with Publicis Communications and its Optimedia media buying partner, the ambitious simultaneous airing of the :90 "Business Dreams" spot was a media-buying feat and logistical nightmare.
The new campaign, described by Maurice Saatchi as "a journey into passengers' minds," also offers insight into how he won a global account away from Saatchi & Saatchi last spring almost before opening for business.
"We didn't present creative work [at the pitch], but it was an entire strategy and the emphasis on individuals was a key part," Mr. Saatchi said. "And the split of emphasis between business and leisure was very important."
British Airways is scrapping its last global TV spot-done in part by many members of M&C Saatchi's staff before they left Saatchi & Saatchi-after only a year.
FOCUS ON NEW FEATURES
In the next phase of the most integrated ad campaign British Airways has ever done, M&C Saatchi print ads breaking Jan. 23 will highlight new first- and business-class features, from comfy seats to flexible meal service.
Later this year, a similar, leisure travelers' version of "Dreams" will break in the next global spot.
In addition to TV, theater, print and outdoor ads, British Airways will use direct mail and a World Wide Web site.