With the Autumn hardly upon us, British Airways are set to launch their Christmas travel campaign. It's a digital affair, as you might imagine, and builds on their 'No Place Like Home' concept launched earlier this year.
The ads use quirky sayings, peculiar to the UK, the intention being to persuade British ex-pats living in North America to book flights home for Christmas. Later this month, the airline will release a postcard generator for use by family back in Blighty, so they can join in with the persuasion by sending their loved ones an invite home. Indeed, they can either send a generic postcard or choose a template from 106 counties, adding a personal message.
"Thankfully, all staff and travellers were successfully evacuated."
Nice idea, probably very effective and all well and good. Only two days ago a BA passenger jet caught fire as it approached take-off at Las Vegas airport. Thankfully, all staff and travellers were successfully evacuated with the minimum of injury. But the question is, will this unfortunate incident cause so much concern, it undermines BA's campaign and damages passenger numbers for the foreseeable future. After all, who wants to travel with an airline whose planes catch fire?
Actually, I don't think BA have as much to worry about as they might think. Every news report I have seen or heard praises the crew, and particularly the pilot, for the swift, calm and professional reaction to the emergency. In fact, it seems certain it was the well-trained, perfectly drilled staff who were responsible for the safe rescue of all on board.
"The BA fleet hasn't been grounded."
Of course, it's still too early to know precisely what went wrong - other than the fact an engine exploded. But the BA fleet hasn't been grounded, and neither have any other similar craft. In PR terms, this has played very well for British Airways. Or at least as well as can be expected.
With travellers now likely to view them as an outfit with the skills and knowledge to handle the situation should anything go wrong. Quite reassuring for anyone boarding a plane. Anyway, there doesn't seem to be any plans to shelve the new campaign. When it launches, it will be using targeted email, social, and digital executions in both the USA and UK. The stated intention being to position BA as the go-to option when traveling home. For my money, a real life demonstration of their rigid safety drills - albeit an unexpected and unwelcome one - can only help build that reputation.
Magnus Shaw - copywriter and blogger
