This article was first published in the summer of 2019 as part of a 100 part series on the history of British Airways and its predecessor airlines, Imperial Airways, BOAC and BEA. You can browse the full series of 100 stories in numerical order, by theme or by decade.
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.