This article was first published in the summer of 2019 as part of a 100 part series on the history of BA and its predecessor airlines. You can read the full series in numerical order, by theme or by decade.
To 1985 where BA is well into the era of a financial and customer service turnaround as “The World’s Favourite Airline.”.
After Saatchi & Saatchi had repositioned BA as a worldwide carrier, this campaign from late 1985 was the start of BA promoting with overt self-confidence not only its global reach, but also its on board service.
It was primarily aimed at attracting Concorde, First and business class passengers. The campaign also sought to encourage economy passengers by emphasising that benefits available to premium passengers are also available to all passengers.
“The British Concorde attitude. You’ll find it at every altitude.” “On our 747s or other aircraft. In the air or on the ground.”