Airline’s London Games campaign will shun TV and use national print media and online advertising instead!
British Airways is to launch its first ads to promote its £40m sponsorship of the London 2012 Olympics with one of the airline’s biggest campaigns, which will run for more than a year – but not on TV.
The airline signed a £40m deal in 2008 to become a tier one sponsor and official airline of London 2012, but has so far refrained from launching an Olympic-themed campaign.
BA’s first 2012 Olympics campaign, which breaks on Thursday, will run in two distinct parts and use national print media – traditionally the medium the company has committed the largest amount of ad spend in recent years – and online advertising.
The first part of the marketing push will run for three months and feature Heston Blumenthal, Richard E Grant and Tracey Emin.
Aspiring chefs, scriptwriters and artists can enter a competition to work with the “celebrity mentors” to design an Olympic menu that will be used on BA planes; or write a script for a short film that will air in-flight as well as be shown in the London 2012 stadium in the runup to the start of the opening ceremony. The winning artist will work on artwork for a “celebration aircraft”.
via British Airways to launch first 2012 Olympic ads | Media | guardian.co.uk.
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