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This article was published in 2019 in a series on the history of British Airways and its predecessors Imperial Airways, BOAC and BEA. You can browse all 100 stories in number order, by theme or by decade.
Many have been updated since first published.
Part of the genius of Saatchi & Saatchi’s work for British Airways was the recognition that the bold confidence of claiming to be “The World’s Favourite Airline” would not be enough to win the hearts and minds of passengers.
The airline had to show a human side as well.
As anyone who has ever done any significant amount of business travel knows very well, it is nowhere near as glamorous as people think it is. Very often, by far the best part of any business trip is returning home.
These three print adverts from the early 1990s featuring small moments of business passengers returning home to be with their families recognise that airlines getting people back home is just as important as the trip itself.
You can continue reading our 100 part series on the history of British Airways and its predecessor airlines Imperial Airways, BOAC and BEA in numerical order, by theme or by decade.
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