Doing brand positioning the British Air-Way

Brand positioning can be one of the most challenging strategies to execute, particularly for well-established brands. Yet, when done right, it can rejuvenate a brand's identity, reaffirm its relevance, and resonate deeply with its audience. British Airways is a prime example of this – they've done it again!

Their latest campaign, 'A British Originals,' launched in October, aims for the brand to stay top of mind for Brits by celebrating the essence of British Airways – its people, customers, and nation. They're all about highlighting the importance of the customer experience, and they did it without any text or logos.

(Image credit: British Airways / Uncommon)

The British Airways marketing team, in collaboration with Uncommon Creative Studio and MG OMD, executed an out-of-home (OHH) campaign consisting of 11 billboard posters showcasing people gazing out of windows on a BA flight, each capturing a unique moment of travel. Featuring a diverse cast, the creatives illustrated the message that BA is for everyone, whether you're jetting off on holiday or visiting loved ones. They capture the emotions people experience as they fly with BA, creating a powerful connection.

(Image credit: British Airways / Uncommon)

The campaign proved the notion that sometimes, less is more. By avoiding text and logos (well, full logos), British Airways invites viewers to interpret the brand's messaging through their own lens, fostering a deeper connection with the audience. Yet, all guided by the subtle aim of evoking nostalgia for traveling with loved ones.

'A British Originals' reminded us that sometimes you don’t need words to tell your story. And for British Airways, it's all about igniting the love for travel and the memories that come with it.