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.
Note many articles have been updated since they were first published.
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.”
We fly to 148 cities in 17 countries on six continents. And while preferences in tea may change from destination to destination, the preference in airlines seems to be universal. It’s certain that travellers prefer British Airways, because we fly more people to more places than any other airline.
Courtesy, good manners and a genuine concern for your comfort are what you expect to experience on the British Concorde. These form an attitude distinguishes British Airways people wherever in the world you meet them. On our 747s or other aircraft. In the air or on the ground. Getting on well with travellers is something relearned by flying more people to more places than any other airline.
The British Concorde is the ultimate flying experience. At supersonic speeds, it offers the courtesy, good manners and genuine concern for your comfort that are the uniquely British heritage of a far more leisurely age. We think of this as the British Concorde attitude and it’s another reason we fly more people to more places than any other airline.