The lasting effects of Covid-19 and an impending cost-of-living crisis created unprecedented variances in consumer demand for travel. We needed to reinvigorate BA with a positioning that could win back trust and drive brand preference.

BA needed to channel the spirit of the nation with which it is indelibly associated with. Global research uncovered a particular quality that was frequently attributed to Britain. It was a quality encapsulating a heritage of invention, experimentation and even idiosyncrasy; "originality". Britain was renowned for its originality, and in its history, customer experience and service style - so was BA.

Consequently, the new positioning, 'A British Original', celebrates BA’s people, its customers and the nation. To launch we first explored the individual and original reasons people travel, whether to reconnect with loved ones, take some time out, or immerse themselves in culture.

These questions were answered through 500 print, digital and outdoor executions.

The campaign is centred around the common question travellers are frequently asked when they land in a new destination: ‘What is the purpose of your visit?’ but instead of ticking the standard boxes of ‘business’ or ‘leisure’, viewers see more meaningful and relatable answers for travel, reflecting each and every one of us.

The art direction follows an elegant format for each execution, designed to create a simple and repeatable format. The print, digital and outdoor imagery embodies a stripped back approach embracing negative space, simply showing a tick box. The series included over 500 different and uniquely written copy lines, showing viewers an original reason for travel across every media site. A ground-breaking multi-channel campaign where no two ads are the same.

This was a ground-breaking multi-channel campaign where no two ads are the same.

The campaign included an original approach both in creative and media, bringing to life reasons for travel in a record-breaking number of executions. Encompassing over 500 unique print, digital and outdoor executions.

Each execution had a uniquely written copy line, that would never be repeated, showing viewers an original reason for travel across every media site.

The copy also adapted to compliment the media’s location, time of day, weather and what’s happening in the news. The copy also sometimes related directly to the medium with playful bus wraps and press ads adopting a battenburg approach with adjacent placements that have interacting reasons for why we travel.