Tuesday, 26 June 2012


As the Olympics heaves into sight we’re beginning to see how the main sponsors have chosen to connect their brand to the Olympic theme.

As a Tier-One sponsor, BA’s campaign, which landed on the 19th June, is a perfectly executed piece of work from BBH with the cheeky line of ‘Don’t Fly,’ extolling the nation to stay home and cheer on Team GB.

I’ve seen some negative comments about the advert, suggesting that it’s crazy for the airline to encourage potential customers to stay away, but surely that’s missing the point of this creative idea. Beyond the TV advert a social campaign enables viewers to enter their postcode and then see their street go past through the cabin window. It’s clever, relevant and all to the soundtrack of The Clash’s iconic track, London’s Calling, genuine feel-good advert that captures both the spirit of the Olympics and the fun of travel.

Over the next few weeks I’m sure there’s going to be plenty to tut about with regards to the Olympics, but campaigns like this remind us that this is, in part, a celebration of this great city and that despite its faults, something we should all be proud of.

David Chapple is event director of the Business Travel Show - he’d love to hear what you think about this topic - contact him on Twitter @btshowlondon

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