Magazine article Marketing

Radiowatch: British Airways - 'Wine'

Magazine article Marketing

Radiowatch: British Airways - 'Wine'

Article excerpt

Times have not been easy for 'the world's favourite airline', with the rising cost of fuel and insurance, growth of budget carriers, global terrorism and powerful unions all combining to cause problems in the past few years.

Rather than lie down and die, this much-loved British institution has placed its communications strategy at the heart of a recovery plan. Its radio ad, 'Wine', illustrates the braveness of its new direction, even if it doesn't break ground for the medium.

The ad sounds a bit like the script of an 80s sitcom: English bloke orders well over his duty-free limit of expensive plonk from a stereotypical French wine seller. Supported by press and poster activity, the radio ad uses the same tongue-in-cheek style to outline a range of reasons for Brits to visit the Continent: shopping, culture, skiing and wine. The idea is that by saving money on your flight, you'll have more to spend when you touch down.

The radio ad didn't really hit the spot for me as much as the other three executions in the campaign. But perhaps the fact that it didn't make me laugh will come as no surprise. …

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