BA to invest £5b over five years in products and services

London
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British Airways has revived its "To Fly. To Serve" slogan and coat of arms as part of a pledge to spend more than £5 billion ($7.8 billion) on customer products and services over the next five years.

Centrepiece to the marketing campaign, its biggest for a decade, is a retro style television advert which incorporates elements from the 90-year history of the airline and its predecessors.

The 90s production includes iconic aircraft from BA's history, such as the Douglas DC-3, de Havilland Dragon Rapide, Vickers VC10 and Concorde.

The TV ad will run alongside a print campaign, and will debut at 11:00 UK time on 21 September on BA's Facebook page and then on Channel 4 later that day.

"The motto 'To Fly. To Serve' is part of the DNA of BA," said BA chief executive Keith Williams. "It has real meaning and resonance for today."