A wave of copywriting standing in the atmosphere

The author of this article shares British Airways’ wonderful copywriting creativity and interesting poster design. Read this article and feel the joy and freedom of “high altitude” together.

False "scam ads" refer to scam ads (fake ads) that advertisers usually make for practice or awards.

A real "aircraft draft" must be a draft made for a real airplane.

When it comes to real airplane manuscripts, British Airways must be mentioned. As the most popular airline in the advertising industry, not only do its planes fly in the atmosphere, but its copywriters also stand in the atmosphere.

1. Why do you fly?

○ Business

○ Leisure

● Because the only thing worse than having sand in your shoes is having no sand in your shoes.

This is a communication campaign launched by British Airways last year, with a total of 500 different print ads, placed in outdoor, print and digital media, in addition to 32 advertising films.

The advertisement was planned by the creative agency Uncommon. It is not only concise and clever in its creativity, but also large in quantity and satisfying in its content.

○ Business

○ Leisure

● Go for divorce

In the advertisement, British Airways put forward a new brand proposition "A BRITISH ORIGINAL". And this series of advertising copy did not come out of thin air, they came from questionnaires filled out by passengers at their travel destinations.

Rather than checking “leisure” or “business” on the “Purpose of trip” box, most passengers chose options that were more meaningful, such as connecting with loved ones or immersing themselves in a different culture.

○ Business

○ Leisure

● Eat tomatoes that taste like tomatoes

In the aviation industry where service and price are the top priorities, British Airways has explored more emotional areas in terms of marketing.

Through these needs from real individuals, British Airways’ new proposition “British Original” is reflected - consisting of original answers from individual British people.

As a local airline focusing on domestic business in the UK, British Airways hopes to establish differentiated brand awareness from service-oriented Virgin Atlantic and other low-cost airlines such as EasyJet and Ryanair.

Left:

○ Business

○ Leisure

● Stay out of the spotlight

right:

○ Business

○ Leisure

● Because of the intensive schedule

○ Business

○ Leisure

● Because I spent 5 hours taking passport photos.

These outdoor advertisements are also specially designed according to time, location, and weather, with various advertising performances relying on the right time and place:

On rainy days:

○ Business

○ Leisure

● Because of this horrible weather

On the subway:

○ Business

○ Leisure

● Feel the warm wind, not the kind in the subway

Under the open air:

○ Business

○ Leisure

● Starry sky

On the downward escalator:

○ Business

○ Leisure

● Because of the life of a groundhog

2. Aircraft

Look, this is British Airways flight 475 from Barcelona.

British Airways

Look, this is British Airways Flight 431 from Amsterdam.

British Airways

This is an interactive billboard set up by British Airways in London's Piccadilly Circus in 2013. The advertising company is Ogilvy Interactive London.

The theme of the ad is #LookUp. The billboard shows a real-time interactive image of a child and a British Airways plane flying by. Through some technical means, the billboard can sense the plane. Whenever a British Airways flight flies through the sky, the child in the billboard will run and point at the plane in the sky. The billboard will also tell you which flight it is.

Although it is an old advertisement from ten years ago, it gives people the feeling of a very new advertisement. Such a cool idea immediately went viral on social platforms, with the number of views reaching one million in just a few weeks. The case also won many awards including Cannes, D&AD Gold Pencil and One Show.

Later, the advertisement itself became a hot topic, attracting many brands to take advantage of the popularity. For example, Domino's Pizza also launched a wave of publicity with the theme of "Look Down", which was not to track flights, but to track the delivery of pizzas.

3. He is ruthless and doesn’t talk much

There are not many truths in the world, and a woman's blush is worth more than a lot of words. Similarly, sometimes we don't need much copywriting, such as these posters of British Airways:

A woman's charming eyeliner is better than a large piece of copywriting.

London to Singapore is half the world away, and you can get there in the blink of an eye.

Likewise, to demonstrate aircraft safety, a sturdy paper clip is enough.

Safe and reliable flight

To promote direct flights from London to Zurich, Switzerland, a Swiss Army knife is all you need

To show off British Airways' comfortable Club World seats, a cloud and an embrace are enough.

Inspiration for the new Club World chair.

New Club World bassinet seat, no lullaby provided.

The second ad was released in 1996, when many female passengers wrote to the airline, saying it was undermining the dignity of cabin crew. It would probably also break advertising rules about gender stereotypes today.

When it wants to show its global influence, it doesn't need too much copywriting. Just giving you 16 suns from different time zones is enough.

The sun never sets on British Airways.

Or tea from 11 countries.

Whatever your tea preference, we've got you covered.

IV. Flight Services

Before British Airways released its new slogan "A BRITISH ORIGINAL" last year, the slogan of British Airways was "To Fly. To Serve ."

When it was released in 2013, there was also a series of copywriting using the sentence structure of "To__To__" as an interpretation.

Fly. Serve.

Slide by.

Walked past.

Speed ​​through Heathrow Terminal 5

Fly. Serve.

British Airways

※ Heathrow Airport: the largest airport in the UK and the headquarters of British Airways.

pioneer.

engineer.

create.

Imagination.

connect.

care.

Fly. Serve.

today.

tomorrow.

British Airways

Investment.

expansion.

Unfurl the flag at 30,000 feet.

Fly. Serve.

British Airways

Break the sound barrier.

Look at the sky at 60,000 feet.

Fly. Serve.

British Airways

※Sound barrier: Large aircraft will encounter various problems when approaching the speed of sound, so the speed of sound is considered to be an insurmountable obstacle to aircraft speed.

The picture shows the British Airways Concorde, a supersonic passenger aircraft launched by Britain and France in the 1970s. It can reach twice the speed of sound. Riding it was the lifelong dream of a generation of Europeans and Americans. Later, due to an air crash in 2000, the Concorde was grounded.

5. Final Thoughts

As one of the largest airlines in the world, British Airways has never stopped its journey of renewal.

There is an interactive ad with one hand pointing to the sky.

There are fancy posters that can output 500 copies at a time.

There are long and standard copywriting.

There are also creative pictures that don’t require much copywriting.

…

And all this is just to get you going.

Author: Kuang Thirteen

Source: WeChat public account "Free shipping (ID: kol100)"